Nous considérons que Starbucks est une entreprise qui mérite d’être examinée sous l’angle du cadre du pur Marketing Experientiel. Par conséquent, l'objectif principal de cette étude est d'analyser le parcours de l'expérience client,... more
Nous considérons que Starbucks est une entreprise qui mérite d’être examinée sous l’angle du cadre du pur Marketing Experientiel. Par conséquent, l'objectif principal de cette étude est d'analyser le parcours de l'expérience client, d'évaluer la promesse de la marque par rapport à la livraison de la marque Starbucks tout au long d'une enquête sur terrain, afin de déterminer dans quelle mesure les valeurs présentées dans l'énoncé de mission de l'entreprise correspondent aux perceptions des clients à Starbucks Franklin Roosevelt grâce à l’étude observatoire sur terrain, pour enfin proposer des recommandations stratégiques et des perspectives d’évolution.
This article discusses the rationale for an interpretive paradigm in organizational research and examines two specific qualitative techniques that could help define organizational phenomena in a way that would account for organizational... more
This article discusses the rationale for an interpretive paradigm in organizational research and examines two specific qualitative techniques that could help define organizational phenomena in a way that would account for organizational problems and issues. These are participative observation and in-depth interviewing which will be evaluated in a case scenario in a workplace context. These techniques have been found to be useful not only organizational research but in practical situations as well. Through an illustration of how security personnel perform their duty at work, we suggest that qualitative methodology can be applied in daily contexts to evaluate the capacity, understanding and the capability of these personnel in relation to their adherence to policy and procedure. It provides richness in terms of experiential narratives that depict the perception of surroundings that construct meanings, structures and actions. Qualitative methodology explores changing, complex social ph...
This article discusses the rationale for an interpretive paradigm in organizational research and examines two specific qualitative techniques that could help define organizational phenomena in a way that would account for organizational... more
This article discusses the rationale for an interpretive paradigm in organizational research and examines two specific qualitative techniques that could help define organizational phenomena in a way that would account for organizational problems and issues. These are participative observation and in-depth interviewing which will be evaluated in a case scenario in a workplace context. These techniques have been found to be useful not only organizational research but in practical situations as well. Through an illustration of how security personnel perform their duty at work, we suggest that qualitative methodology can be applied in daily contexts to evaluate the capacity, understanding and the capability of these personnel in relation to their adherence to policy and procedure. It provides richness in terms of experiential narratives that depict the perception of surroundings that construct meanings, structures and actions. Qualitative methodology explores changing, complex social ph...
