De l'Odyssee a l'Iliade: stratagemes et competences pratiques en ethnomarketing

P. Robert-Demontrond (), A. Joyeau (), A. Bellion, Laure Sugier () and Vanessa Beaudouin ()
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P. Robert-Demontrond: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
A. Joyeau: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
A. Bellion: CNES - Centre National d'Études Spatiales [Toulouse]
Laure Sugier: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Vanessa Beaudouin: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Ethnomarketing approach represents an interesting renewal for consumer research. Methodological and epistemological particularities of ethnomarketing, associated with the Consumer Culture Theory (CCT), can constrain researchers to mobilize stratagems and bring them to deploy ingenious efforts to get into, practice and restore the ground atmosphere. Although those means account for the "tricks" of this grounded approach, they are rarely highlighted. Pursuing a pedagogic goal, this paper exposes for marketing researchers willing to explore this approach, a large number of cases and solutions allowing them to avoid some obstacles.

Keywords: savoir-être; compétences; ethnomarketing; méthodologie; Consumer Culture Theory (search for similar items in EconPapers)
Date: 2013
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Published in Recherche et Applications en Marketing (French Edition), 2013, 28 (4), pp.103-127. ⟨10.1177/0767370113499490⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01101989

DOI: 10.1177/0767370113499490

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