Beyond Case Studies: A Media Review Methodology
9 Pages Posted: 27 Feb 2018
Date Written: February 16, 2018
The purpose of this article is an attempt to apply media review method to consumer behavior problematic situations using examples from the comedy movie "Heartbreakers". The short plot, two marketing cases, and their analysis with lessons are presented. Results suggest that service recovery strategies developed by marketers are not enough to deal with problematic customers.
Keywords: media review method, recovery strategies, qualitative methodology
JEL Classification: B40, B49, Z33
Suggested Citation: Suggested Citation