Synopsis
Qualitative methodology as a powerful tool for research in management and business administration is explored in this volume. With skill and insight, Evert Gummesson analyzes the roles and methods used by academic researchers and management consultants when working with change processes in companies and organizations. Focusing on case-study research and the use of qualitative methods for data collection and analysis, he aims to make the researcher more aware of research opportunities inherent in the application of a qualitative approach.
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About the Author
Evert Gummesson is Professor Emeritus of Service Marketing and Management at the Stockholm Business School, and is its former Research Director. He graduated at the Stockholm School of Economics, has a Ph.D. from Stockholm University and is a Fellow and Honorary Doctor of Hanken School of Economics, Helsinki, Finland, and a Fellow of the University of Tampere, Finland. He is a frequent speaker at conferences, companies, executive education programs, and universities throughout the world.
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