Evaluating the impact of Arnould and Wallendorf's (1994) market-oriented ethnography

Chong, Josephine (2010) Evaluating the impact of Arnould and Wallendorf's (1994) market-oriented ethnography. Journal of Business Research, 63 (12). pp. 1295-1300. ISSN 0148-2963

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Official URL: http://dx.doi.org/10.1016/j.jbusres.2009.08.001


This paper evaluates the significance and research impact of Arnould and Wallendorf's (1994), “Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation” (A&W). A&W provides a comprehensive theoretical aspect of market-oriented ethnography which is useful to marketing practitioners in formulating marketing strategy. A citation analysis is conducted to assess the scholarly impact of A&W. In the 13 year period (1996–2009), A&W receives 204 citations in Google Scholar and 86 citations in Scopus. In total 43 journals include citations to A&W. The findings show that the cited authors are referencing the work of A&W mainly in two aspects: (1) using an ethnographic approach as an exemplar qualitative methodology; and (2) using an etic/emic perspective to provide deeper insights in a cultural context. Evidence in this report supports the assertion that A&W is a seminal contribution to advancing alternative research methods in marketing in general that go beyond the continuing dominant logic of empirical positivism.

Item Type: Article
Uncontrolled Keywords: Market-oriented ethnography, Ethnography, Etic/emic, Multi-layered interpretation
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Becky Skoyles
Date Deposited: 13 May 2019 14:12
Last Modified: 19 Nov 2019 09:52
URI: http://nrl.northumbria.ac.uk/id/eprint/39296

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