Customers play an active role throughout the marketing process. This dissertation concerns itself with customer's co-creation of value for self (co-production) and for other customers (co-consumption) during service production and delivery. With the servuction system as its overarching...

The first comprehensive guide to anthropological studies of complex organizations Offers the first comprehensive reference to the anthropological study of complex organizations Details how organizational theory and research in business has adopted anthropology’s key concept of culture,...

Storytelling has been identified as an important vehicle for culture transmission. Explores the role of story creation and storytelling in culture change and culture formation. Using an anthropological approach, the research was conducted using qualitative methodology and a holistic definition...