.... Design/methodology/approach An innovative theoretical approach employed is interpretativist ethnography inspired by creative writing. This methodological approach allows the researcher to move beyond the rigidness of academic discourse and consequently enables a more intimate connection with the object...

... as such makes no contribution to the generation of meaning (Crotty, 1998, p. 9). Consumer research Creative writing Market research Two common methods are used to convey a sense that the author has been genuine to the field experience. These work to convince the reader of the expertise...

..., would tend to immerse author and reader in the story so that the theme or point emerges from the reader's engagement with the experience and writing craft of the author, rather than through an explicit “findings” or “reflections” section of the text. Creative writing Ethnography Consumer research...