...Karolina Wägar Purpose The purpose of this paper is to outline the value of ethnography as a qualitative tool of inquiry when exploring mundane yet complex marketing phenomena such as customer‐oriented learning. The paper illustrates the practical side of using ethnography and shows the kind...

... findings suggest that control practices are associated with service marketing discourse controls for the customer orientation of the human resources. Originality/value In order to analyze the empirical findings the paper draws on the control theory of organization studies. More particularly labor...

... satisfaction. Customer orientation Customer satisfaction Market research Product development Value Besides fear of declining profits, companies today are facing a variety of new challenges. Persistent among these are global competition, increasing labor costs, rising customer expectations...