Beyond Case Studies: A Media Review Methodology

9 Pages Posted: 27 Feb 2018

See all articles by Edouard Novatorov

Edouard Novatorov

National Research University Higher School of Economics

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

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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