ISSN:
0885-8624
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Most conventional research methodologies both in consumer and business-to-business marketing are modernist in nature, but their applicability in an increasingly postmodern business setting is decaying. Postmodern conditions are particularly prevalent in the business-to-business arena but, although new postmodern research methods are slowly growing in popularity in consumer markets, their use by business-to-business market researchers is still almost nonexistent. The article contributes to filling the existing vacuum in the business-to-business marketing literature and provides a framework for the use of postmodern research methods in industrial markets. A short case is used as illustration of this use.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/08858620110364431
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