Ashman, Rachel; Patterson, Anthony; Kozinets, Robert V. - In: European Journal of Marketing 55 (2021) 9, pp. 2491-2514
Purpose: This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the task of studying and enriching the actions of “designerly types” who seek to fashion monetisable...