Webster, Cynthia M.; Seymour, Richard; Daellenbach, Kate - In: Qualitative Market Research: An International Journal 13 (2010) 1, pp. 24-35
Purpose – To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary...