Download This PaperBeyond Case Studies: A Media Review Methodology
9 Pages Posted: 27 Feb 2018
Date Written: February 16, 2018
Abstract
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
Novatorov, Edouard, Beyond Case Studies: A Media Review Methodology (February 16, 2018). Available at SSRN: https://ssrn.com/abstract=3124837 or http://dx.doi.org/10.2139/ssrn.3124837
Edouard Novatorov (Contact Author)
National Research University Higher School of Economics ( email )
Myasnitskaya street, 20
Moscow, Moscow 119017
Russia
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