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The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.

The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.

Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.

One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.

Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

This study aims to explain the value of using critical realist case research in supply chain management (SCM). While positivist case research focuses on generalizable law-like rules, and interpretivist research explores social meaning, critical realist case research seeks to make objective explanations that are bound by the case context. This study demonstrates how a critical realist synthesis of causal reasoning and contextual complexity allows for stronger theorizing in SCM.

This study highlights the possibilities of conducting critical realist case research in SCM by investigating philosophical perspectives in existing literature.

Based on existing literature, this study identifies which parts of contemporary SCM research will benefit from the critical realist perspective. This study also contends that supply chain scholars can use critical realist case research to develop new types of contextualized middle-range theories.

This study proposes to complement the qualitative SCM toolbox with critical realist case research to further refine the development of novel theories. This will benefit not only researchers but also managers, as it opens the doors to new and inspiring research.

This study takes an important step toward establishing critical realist case studies as a key methodology in SCM. While other scholars have introduced critical realism as a paradigmatic approach in SCM, to the best of the authors’ knowledge, this is the first article that develops a qualitative critical realist case research approach.

This paper argues that Bruno Latour’s work on translation provides an alternative to dominant anthropocentric, individualistic and managerial approaches in career studies by considering careers as precarious effects of networks instead of the implicit assumption of individual strategic career actors in extant career research paradigms.

The article first compares the three main current approaches to studying careers – structural functionalist, interpretivist and critical – illustrated by three exemplary empirical studies. Subsequently, three concepts from the sociology of translation that are relevant for the study of careers are introduced: career making as translating interests, careers as effects of networks and career action as dislocated and overtaken. Taken together, these three concepts allow us to conceive of careers as practices performed by human and nonhuman actors. Finally, an example from an ethnographic case study in the field of contemporary art illustrates how a Latourian approach can be used.

Latour’s work on translation provides conceptual and methodological tools to investigate career processes and practices in an era of unpredictability.

The paper introduces Bruno Latour’s work on translation to the study of careers.

The purpose of this paper is to demonstrate the non-academic impact in supply chain management (SCM) research through the application of three distinctive approaches to phenomenological methodology in different contexts.

Evidence-based examples from three case studies using interpretivist, social constructivist and critical realist methodologies are presented. They reflect non-positivist approaches commonly used in phenomenological methodology and adopted in SCM investigative research.

Different types of non-academic reach and significance from each research methodology are discussed to illustrate the non-academic impact benefits from each case. The three distinctive phenomenological approaches have been shown to contribute to innovative research methodology development on their own philosophical merit and produced novel contributions to SCM research in particular.

The non-academic impact examples have been shown to have wider influence and implication to business, the economy and society at large.

The paper highlights the relevance of phenomenological research methodology for SCM. It also contributes to the development of the SCM subject area and is hoped to encourage further reporting of non-academic impact of supply chain research.

This paper provides a methodological map for guiding the choice and application of research paradigms and design frames that can be of value to a wide range of researchers in the fields of education, social sciences and interdisciplinary studies who are interested in teaching and learning in context. Following an interpretivist/constructivist paradigm, I used a mixed methods research approach to study the spatial experiences of Emirati female students in a gender--‐ segregated educational context. The main component was qualitative, using ethnography, while the quantitative part included a survey. In such a research approach, my reflexivity and unique positionality as both insider and outsider played a significant role. The paper is divided into three sections: the beginning, which justifies the choice and philosophies of the methodological route; the journey, which illustrates the data collection techniques; and the destination, containing reflexive lessons from the field.

The chapter aims to enhance our understanding of “opportunity” in the context of social entrepreneurship through a paradigm interplay juxtaposing a functionalist thematic analysis and interpretivist sensemaking. This paradigmatic contrasting identifies differences and connections in the tensions of: linearity and simplicity/dynamism and complexity; forward/backward, generalizability/situated relationality, and value-laden/value-neutral. These contrasts deepen our understanding of “opportunity” so that the theoretical and practical implications can be seen.

This chapter adopts the midrange theories schema to expand Pels and Sheth (2017) matrix on business models to serve the low-income consumers (LIC): market adaptation, mission focus, radical innovation, and inclusive ecosystems. To this end, it identifies the underlying general business theories (systems theory and neo-classical economics) and ontological theories (positivism and interpretivist) nested in each of the matrix’s four cells.

Understanding the general theories from which concepts and guidelines are drawn allows a two-way contribution. On one hand, it comprehends which other concepts can be integrated into the LIC literature. Alternatively, it highlights what insights generated from the study of the LIC markets bring to these theories.

The purpose of this paper is to analyze perception of Russian national culture by Western managers in Western subsidiaries in Russia.

Interpretivist analysis of narratives have been collected by the authors by interviewing several Western managers in Russian subsidiaries, based on concepts of E.T. Hall.

We globally found more examples of high context than low context, but also of “hybrid context,” as well as more examples of polychrony than monochrony, and a mixture of polychrony and monochrony, the authors call “hybridchronie.” They show implications of socio-economic change in society, organizational structure and work hierarchical relationship, generation effect and importance of clans.

Limits of cultural analysis. Use of interviews (narratives) then bias of perception. Current changes in Russian society. Differences between generations in Russia and multi-ethnicity of Russia.

Danger of stereotypes in management. Implications for management.

Danger of stereotypes in perceptions and social life.

Qualitative, interpretivist approach based on in-depth interviews.

The purpose of this paper is to examine the underperformance problem of four UK-based small and medium-sized enterprises (SMEs) from management's and employees' perspectives in order to advance knowledge on a neglected area in small business and management studies.

Based on performance management's theoretical frame of managerial/entrepreneurial, market shaping and system-wide resource (re)organisation and the microstories obtained from 85 surveyed employees and managers, the data are analysed using an interpretivist paradigm.

The key findings of the study highlighted the adoption of tough performance implementation measures by management, the development of learning initiatives, the adaptation of roles, the redefinition of what a performing employee meant and three areas for performance improving in all four SMEs. This study reveals the crucial role of personal, conversational agency and implementation attributes, which are neglected aspects in current performance management in small firms.

The drawbacks of the study centre on the limited nature of the survey sample and the fact that it is solely based within the UK. This suggests that the findings are not to be generalised to other contexts.

The study identifies key employee and management behaviours, attitudes and lived experiences that need to fundamentally change in order to resolve the four SMEs' underperformance. In addition, an innovative environment encouraging inter-departmental agency collaborations and grassroots implementation are needed to effectively and holistically revive the four companies' performance.

The study's results highlight the impact of manager/entrepreneur/employee relations on the social aspects that could either facilitate or hamper micro- and macro-level performance. It is therefore critical that owner entrepreneurs are mindful of the impact that their actions/activities and practices could have on the social lives of their employees and partners and on the ultimate bottom line of business success or failure.

Studies focussing on small businesses' underperformance in the UK are a rarity. The paper advances the traditional performance management literature by proposing employee learning and skills' developmental as non-tangible resources to complement managerial attempts. In addition, a “can do” attitude and a more holistic, organisational and individual approach to performance resolution is proposed to fill the performance implementation and theoretical gap faced by academics, employees, managers and owner entrepreneurs.

This paper aims to investigate the market access (MA) of ethical drugs, the underlying public-private interaction (PPI) between pharmaceutical companies and public actors, and the implications for the sustainability of the health system.

A qualitative interpretivist approach was selected. Interviews were carried out as the primary method of data collection: 27 interviews were conducted with 13 key informants from the pharmaceutical industry.

The perspective of MA evolves from formal negotiation with the public actor at various levels to PPI, which should include aspects of interactions with other actors in the network. Conceptualization in these terms is fundamental because it allows an understanding of the implications in terms of the sustainability of the health system.

The paper discusses MA by highlighting the shift from a “market access as formal negotiation” perspective to a “public-private interaction for market access” perspective, in which the focus is on the content of the interaction and the representation of the network of relevant actors for MA. It contributes to the debate on the sustainability of health systems by suggesting the adoption of a medium-to-long-term approach to economic and social sustainability based on PPI; it adopts an industrial marketing approach and contributes to the recent debate on PPI.