... is the innovation process of an ICT-based financial service – a bank's web site. This choice was made on the basis of the possibility of gaining access to the “closed setting” of an innovation process. In ethnography, due to the researcher's up-close immersion and prolonged stay in the field, access is the main...

... methods In‐depth interviewing Hermeneutics Phenomenology Ethnography Research methods Interviews In the marketing academic community in general, and in B2B research in particular, the dominant scientific method is one‐sided and predominantly utilizes the deductive hypotheses‐testing approach...

... behaviour from an experiential standpoint and discusses the managerial implications that highlight the interplay of exhibitors and trade show organisers in designing and setting valuable experiences for visitors. Trade fairs Marketing Consumer behaviour Ethnography In consumer goods markets...