1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
This paper presents a new 'theory of the retailer'. The theory is built on the constructivist paradigm, and the research strategy applied is the constructivist approach to grounded theory. A conceptual framework is employed for the analysis of a number of companies. The main result of the study shows that the concepts used to analyze the companies are linked in recursive patterns, i.e. the meanings, which the various companies have constructed of the concepts, are linked in recursive patterns. This means that a company's development takes place in recursive patterns consisting of meanings, actions, meanings, etc.
Ikke Angivet, 2008
Konstruktivisme; MAPP; Constructivism; Grounded theory
Main Research Area:
15th International Conference on Recent Advances in Retailing and Services Science, 2008
The European Institute of Retailing and Services Studies (EIRASS)