Helkkula, Anu; Pihlström, Minna - In: Qualitative Market Research: An International Journal 13 (2010) 4, pp. 354-371
in the form of metaphors. Findings – Metaphors combined with lived critical and imaginary events helps to generate … when companies want to learn and create something new with the customer. Research limitations/implications – Metaphors are … that when combined with the CIT and metaphors, narrative analysis becomes a manageable technique, which can be implemented …