Emerald | Management Decision | Table of Contents http://www.emeraldinsight.com/0025-1747.htm Table of contents from the most recently published issue of Management Decision Journal en-gb Tue, 13 May 2014 00:00:00 +0100 2013 Emerald Group Publishing Limited editorial@emeraldinsight.com support@emeraldinsight.com 60 Emerald | Management Decision | Table of Contents http://www.emeraldinsight.com/common_assets/img/covers_journal/mdcover.gif http://www.emeraldinsight.com/0025-1747.htm 120 157 New qualitative research methodologies in management http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109367&show=abstract <strong>Abstract</strong><br /><br />Not available. Article literatinetwork@emeraldinsight.com (Simone Guercini) Tue, 13 May 2014 00:00:00 +0100 Crowdsourcing Content Analysis for Managerial Research http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109357&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This paper evaluates the effectiveness of a novel method for performing content analysis in managerial research – crowdsourcing, a system where geographically-distributed workers complete small, discrete tasks via the Internet for a small amount of money.<B>Design/methodology/approach</B> - We examined whether workers from one popular crowdsourcing marketplace, Amazon’s Mechanical Turk, could perform subjective content analytic tasks involving the application of inductively generated codes to unstructured, personally-written textual passages.<B>Findings</B> - Our findings suggest that anonymous, self-selected, non-expert crowdsourced workers were applied content codes efficiently and at low cost, and that their reliability and accuracy compared to that of trained researchers.<B>Research limitations/implications</B> - We provide recommendations for management researchers interested in using crowdsourcing most effectively for content analysis, including a discussion of the limitations and ethical issues involved in using this method. Future research could extend our findings by considering alternative data sources and coding schemes of interest to management researchers.<B>Originality/value</B> - Scholars have begun to explore whether crowdsourcing can assist in academic research; however, this is the first study to examine how crowdsourcing might facilitate content analysis. Crowdsourcing offers several advantages over existing content analytic approaches by combining the efficiency of computer-aided text analysis with the interpretive ability of traditional human coding. Article literatinetwork@emeraldinsight.com (Caryn Conley, Jennifer Tosti-Kharas) Tue, 13 May 2014 00:00:00 +0100 Netnography approach as a tool for marketing research: The case of Dash-P&G/TTV http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109342&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - Online communication technologies have profoundly affected consumption and buying behaviours, and put pressure on businesses to find ways of dealing with these developments. Businesses are increasingly experimenting with new approaches and tools to keep up, and netnography – ethnography applied to the web - has become popular. However, exploiting the potential of netnography requires companies to cope with new problems and acquire new capabilities. This paper examines the organizational and managerial implications of using the netnographic approach in market research. <B>Design/methodology/approach</B> - After a literature review on netnography in marketing research, we present a case study of best practice of netnography for market research: the research project of Dash-P&G on Motherhood Support.<B>Findings</B> - We found four issues as critical for exploiting the potential of netnography as a tool of market research: 1) immersive involvement; 2) mediated participation; 3) the use of multiple techniques and distributed specialized capabilities; and 4) the need for orchestrating the emergent network organization of the project. The quality of the research outcomes is related to the resources available and the integration of different roles and competences in the project.<B>Research limitations/implications</B> - Since netnographic studies involve collaborative research, further studies of experiences in organizing netnography projects are needed. These studies are bound to yield valuable insights.<B>Practical implications</B> - Exploiting the potential of netnography implies experimenting with novel approaches and solutions in marketing research practices to orient management decisions and calls for developing skills to orchestrate research project networks.<B>Originality/value</B> - The value of this work lies in zooming in on the methodological principles of netnography and zooming out on the networking managerial processes that make it possible to implement the networking required to exploit the potential of netnography. Article literatinetwork@emeraldinsight.com (Antonella La Rocca, Andreina Mandelli, Ivan Snehota) Tue, 13 May 2014 00:00:00 +0100 Uncovering customer service experiences with Twitter: the case of airline industry http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109374&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - In this paper we present a study that uses Twitter to identify critical elements of customer service in the airline industry. The goal of the study was to uncover customer opinions about services by monitoring and analyzing public Twitter commentaries. The purpose of the study was to identify elements of customer service that provide positive experiences to customers as well as to identify service processed and features that require further improvements. <B>Design/methodology/approach</B> - We employed the approach of sentiment analysis as part of the netnography study. We processed 67,953 publicly shared tweets to identify customer sentiments about services of four airline companies. Sentiment analysis was conducted using the lexicon approach and vector-space model for assessing the polarity of Twitter posts. <B>Findings</B> - By analyzing Twitter posts for their sentiment polarity we were able to identify areas of customer service that caused customer satisfaction, dissatisfaction as well as delight. Positive sentiments were linked mostly to online and mobile check-in services, favourable prices, and flight experiences. Negative sentiments revealed problems with usability of companies’ websites, flight delays and lost luggage. Evidence of delightful experiences was recorded among services provided in airport lounges. <B>Originality/value</B> - Paper demonstrates how sentiment analysis of Twitter feeds can be used in research on customer service experiences, as an alternative to Kano and SERVQUAL models. Article literatinetwork@emeraldinsight.com (Fotis Misopoulos, Miljana Mitic, Alexandros Kapoulas, Christos Karapiperis) Tue, 13 May 2014 00:00:00 +0100 An interdisciplinary method for brand association research http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109333&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This paper discusses the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. <B>Design/methodology/approach</B> - The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. <B>Findings</B> - The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research.<B>Practical implications</B> - The new methodological approach described can be used to better understand brand knowledge based on consumer brand associations. These insights can then be applied towards developing and implementing effective branding strategies. <B>Originality/value</B> - The authors propose an interdisciplinary methodology to study consumer behaviour in online communities which incorporates digital ethnography and computer-assisted textual analysis. Particularly the latter technique (borrowed from the field of linguistics) has not yet been exploited extensively in marketing research, but is capable of offering new types of knowledge with important implications for strategic brand management. Article literatinetwork@emeraldinsight.com (Silvia Ranfagni, Simone Guercini, Belinda Crawford Camiciottoli) Tue, 13 May 2014 00:00:00 +0100 Hybrid analysis of textual data: Grounding managerial decisions on intertwined qualitative and quantitative analysis http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109363&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - Qualitative research provides insightful evidence of phenomena in organization and management theory. Textual datasets consist of two different elements, namely qualitative and quantitative aspects. Researchers often combine methods to harness both aspects. However, they frequently do this in a comparative, convergent, or sequential way.<B>Design/methodology/approach</B> - We illustrate and discuss a hybrid textual data analysis approach employing the qualitative software application GABEK-WinRelan in a case study of an Austrian retail bank.<B>Findings</B> - We argue that a hybrid analysis method, fully intertwining qualitative and quantitative analysis simultaneously on the same textual dataset, can deliver new insight into more facets of a dataset.<B>Originality/value</B> - We argue that a hybrid analysis method, fully intertwining qualitative and quantitative analysis simultaneously on the same textual dataset, can deliver new insight into more facets of a dataset. Article literatinetwork@emeraldinsight.com (Margit Raich, Julia Müller, Dagmar Abfalter) Tue, 13 May 2014 00:00:00 +0100 Gift-giving, sharing and commodity exchange at Bookcrossing.com. New insights from a qualitative analysis http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109364&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - Through an empirical analysis of a consumption community, this paper aims at demonstrating that the theories of gift-giving, sharing and commodity exchange should not be kept separated but integrated into a unifying model.<B>Design/methodology/approach</B> - The paper provides new evidence about Bookcrossing.com, whose members share and give books as gifts; that is, physical goods rather than digital ones as in most of the communities considered in the literature. This community is analysed with qualitative tools, such as netnography, personal interviews and participant observation.<B>Findings</B> - The main result of the analysis of Bookcrossing is that gift-giving is not the only process responsible for value creation and distribution in consumption communities: sharing and commodity exchange also play a role. Furthermore, the paper provides new evidence about aspects of gift-giving and sharing that have received limited attention in the literature: collective reciprocity and anonymous sharing.<B>Research limitations/implications</B> - The limitations are related to the intrinsic properties of the methods employed (netnography, personal interviews and participant observation) and to the article, which analyses only one community and one product category. The implications refer to the role of gift-giving in consumption communities and its relationships with other processes: consumer gift systems are not only gifting platforms, but they and the elements of sharing and commodity exchange need to be integrated.<B>Practical implications</B> - The empirical evidence and implications matter for a) the organisation and management of collaborative consumption platforms and b) the way in which traditional business models could and should interact with these platforms in an increasing number of businesses.<B>Originality/value</B> - The paper adds new evidence of and original insights into gift-giving and collective forms of exchange. Moreover, it provides managerial implications of the analysed community for the book publishing industry. Article literatinetwork@emeraldinsight.com (Matteo Corciolani, Daniele Dalli) Tue, 13 May 2014 00:00:00 +0100 Combining Qualitative Methods in Practice: A Contextualized Account of the Evolution of Consumer Studies http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109324&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This article discusses within a corporate context the advantages and limitations of combining different qualitative methods (namely consumers’ introspection and observation) to grasp consumer experiences. <B>Design/methodology/approach</B> - The article reflexively examines the evolution of a research process through which a team of researchers and a company tried to understand how the online consumer experience unfolds. The article discusses the research process, the problems addressed, and the way results were shared and acted upon within the company. <B>Findings</B> - The findings show how the search for and implementation of the combination of observation and introspection is rooted in the kinds of organizational change processes that allow companies to appropriate new methodological approaches and modify the conduct of their service innovation processes.<B>Research limitations/implications</B> - The article is based on a single research project, analyzed only retrospectively and reflexively. As to its implications, the proposed qualitative methods help mediate the collaborative interaction between researchers and the company during a research project.<B>Practical implications</B> - The research findings already have been appropriated and used by a multidisciplinary working group, operating within a corporate environment. Similarly, other companies can manage this type of research process following three major guidelines: prepare the cultural background, be iterative, and maintain a conversation.<B>Originality/value</B> - The article offers a unique account of the process of using combined qualitative methods within a company to understand consumer experiences. Article literatinetwork@emeraldinsight.com (Antonella Carù, Bernard Cova, Stefano Pace) Tue, 13 May 2014 00:00:00 +0100 To explore new avenues: Experiential testimonio research http://www.emeraldinsight.com/journals.htm?issn=0025-1747&volume=52&issue=4&articleid=17109329&show=abstract <strong>Abstract</strong><br /><br /><B>Purpose</B> - This paper proposes a qualitative research method for which the empirical material is drawn from the experience of a practitioner-researcher. <B>Design/methodology/approach</B> - First a review of other autobiographical methods is made to show that the proposed method offers something different. Subsequently, it briefly outlines the epistemological and theoretical anchors that guided the development of the proposed method. Then it follows the path and the peculiarities of this method. And finally a few guidelines are presented for the legitimization of the knowledge generated, illustrated by an example.<B>Findings</B> - The proposed method is aimed at experienced practitioners who are involved in a process of scientific research. Ideally, it is carried out with a co-searcher.<B>Originality/value</B> - A new method of qualitative research to explore new avenues in management science. Article literatinetwork@emeraldinsight.com (Marie-Noelle Albert, Marie-Michele Couture) Tue, 13 May 2014 00:00:00 +0100