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The purpose of this paper is to discuss the methodological aspects of analyzing and editing recorded qualitative interviews into polyphonic sound montages, which can then be played in a workshop and facilitate reflection, discussion and co-analysis.

The paper outlines the two elements of the method: editing and co-analysis. It uses empirical examples from a specific project where polyphonic sound montages were edited from interviews with patients at a cardiology department and played in a workshop for a multidisciplinary group of doctors, nurses, technicians, secretaries and managers.

It is argued that working with polyphonic sound montages is an engaging and fruitful way to present qualitative findings enabling the researcher to include more people in the analysis of the material.

The crafting of polyphonic sound montages and the process of co-analysis, as described in this paper, is a new approach to ethnographic representation and qualitative analysis. The paper may inspire researchers or consultants who want to experiment with a new way of involving user perspectives.

At the end of the case discussion, students should be able to:

▪ Evaluate the relevance of community and networks to immigrant entrepreneurs.

▪ Appreciate the entrepreneurial journey of immigrant entrepreneurs in the South African context.

▪ Consider the challenges of the socio-economic environment affecting businesses in South Africa.

▪ Make an informed decision regarding how creating a family entrepreneurial ecosystem can mitigate business risk.

▪ Critically evaluate which strategies could exploit any further opportunities and grow the businesses.

In April 2022, Ahmed Mujtaba Razzak, director of Montage Interior Solutions, a design, building and construction company based in Mayfair, Johannesburg, was preparing for the official opening of the company’s newly-built Clifton Mall. Ahmed, whose family had immigrated to South Africa from Pakistan in 2004, had big goals for the mall: he wanted it not only to be profitable for his family, but also to help uplift the lives of the shop owners and the members of the surrounding community, many of whom were also from Pakistani immigrant families. Thus, instead of having to rent the units, shop owners were able to buy them under sectional title. The model promised the benefits of unit ownership for the shop owners and a quicker return on investment for Montage. As he prepared for the opening, Ahmed wondered whether he had set everything up for the venture to be able to achieve his goals.

The case study provided a deeper understanding of different challenges, approaches and strategies used in immigrant start-ups. The case study included various business and entrepreneurship themes focused on immigrant start-ups, strategy and diversification, family business and business growth. It also considered both individual and contextual factors influencing immigrant entrepreneurship, insofar as family and the business are “inextricably intertwined”, where the effects of social exchange between generations meant that successful enterprising families showed tremendous respect for the sensitive relations between the business and the family.

Postgraduate Diploma, MBA, Masters, Executive Education

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among amateur internet video producers can be characterized.

The researchers became readers and authors in the aim of providing the academic community with a scholarly narrative of creative YouTube video production. To develop their narrative, they explored the narrative woods that have grown up on the other side of the monitor screen in the form of videos inspired by one song.

The collective creative force is shown not to be expressed merely through the semantic and non‐semantic montages that make internet users into postmodern tinkerers, but also through such mechanisms as imitation, diversification and ornamentation. This force and these mechanisms give rise to chains that link and connect individual minds, imaginations, interests, enthusiasms, talents, abilities and skills.

As part of a relationship, or even a “conversation” to be initiated, sustained, and maintained on behalf of an industry organization, or brand with its consumers, the authors believe that the way to deal with digital participatory culture and the creative force manifested in innovation communities is to capitalize on these creative chains as judiciously as possible.

The authors suggest that this process should be part of a high‐impact interactive marketing strategy likely to promote (self‐) enchantment and foster loyalty among community members through (self‐) enchantment, particularly via the coproduction of a story, with community members creating the scripts.

This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights.

This paper explores how ZMET interviews, which use images selected by the participant to facilitate discussion, can be used by researchers. This paper draws upon a study of 24 student experiences at a UK university.

Adopting this qualitative method for services marketing can counter depth deficit when compared to other qualitative approaches, because it is participant led. However, the method requires competent interview skills and time for the interview and analysis. We find that ZMET has not been widely adopted in academia because of its commercial licenced use. The paper illustrates how to use the ZMET process step-by-step.

Findings are limited to student experiences. Further research is necessary to understand how researchers could use ZMET in other areas of services marketing.

This paper provides guidance to researchers on how to use ZMET as a methodological tool. ZMET facilitates a deeper understanding of service experiences through using participant chosen images and thus enabling researchers to uncover subconscious hidden perceptions that other methods may not find.

ZMET has been used commercially to gain market insights but has had limited application in service research. Existing studies fail to provide details of how ZMET can be used to access the consumer subconscious. This paper makes a methodological contribution by providing step-by-step guidance on how to apply ZMET to services marketing.

Like daffodils in springtime, total quality management (TQM) programs bloom, fade, and bloom again. Once lauded, then debunked, analyzed, and resurrected, TQM is here examined as a linguistic construction. The intent of this research is to examine the Quest for Excellence films, as produced by the National Institute of Standards and Technology. The films are produced for the annual Malcolm Baldrige Award ceremony in Washington, DC. Films are analyzed, because this paper extends the work of De Cock, who argues that language plays a central role in constituting reality; and because films are powerful language or sign systems.

This chapter will use A Propos de Nice, filmed by Jean Vigo and Boris Kaufman in February and March 1930, as a case study to illustrate how city films created segmented views of quotidian urban life in both form and content. In terms of form, short clips are juxtaposed in a rapid montage to form a segmented portrait of the city. In terms of content, the segments in Vigo's film, and the city film genre as a whole, are full of everyday events such as drinking coffee, washing clothes, sunbathing, and playing boules. The portrait of Nice that emerges within the film, then, is one of quotidian segmentation. This chapter will conduct a visual analysis of the film as it progresses, situating it within the history of Nice, cinematic conceptions of the city prior to its production, the city film genre, and the French avant-garde.

The purpose of this paper is to investigate the process and impact of patient involvement in locally defined improvement projects in two hospital clinics. The paper particularly aims to examine how patient narratives, in the form of diaries and radio montage, help to create new insights into patient experience for healthcare professionals, and support professionals’ enrolment and mobilisation in innovation projects.

Two case studies were undertaken. These drew upon qualitative interviews with staff and participant observation during innovation workshops. Patient diaries and a recorded montage of patient voices were also collected.

The findings illuminate translation processes in healthcare innovation and the emergence of meaning making process for staff through the active use of patient narratives. The paper highlights the critical role of meaning making as an enabler of patient-centred change processes in healthcare via: local clinic mangers defining problems and ideas; collecting and sharing patient narratives in innovation workshops; and healthcare professionals’ interpretation of patient narratives supporting new insights into patient experience.

This study demonstrates how healthcare professionals’ meaning making can be supported by articulating, constructing, listening and interpreting patient narratives. The two cases demonstrate how patient narratives serve as reflective devices for healthcare professionals.

This study presents a novel demonstration of the importance of patient narratives for translating healthcare innovation in a clinical practice setting.

Modern‐day assembly lines for car and truck engines are highly automated installations. Although their basic design, relatively inflexible conveyor systems, and dedicated automatic stations have hardly changed over the years, they have become more and more complex. This has meant that the time frames for their planning and installation have steadily increased. Growing competition is nevertheless forcing the industry to install highly automated assembly systems in ever‐shorter times. Working together with the customer, ABB Montage und Test Automation GmbH in Germany planned and installed in a short time a diesel engine assembly line while the engines were still being developed. It included different flexible conveyor systems and 16 six‐axis robots.

The purpose of this study is to consider entrepreneurial imagery that sheds light on differing and emerging patterns of female entrepreneurial identity which illustrate shifts in the locus of power that challenge masculine hegemony and power structures. As a concept, power has an image component, and shifts in power are often conveyed by subtle changes in the cultural semiotic. Globally, images of female-entrepreneurship are socially constructed using stereotypes which are often pejorative. The semiotics of gendered identity as a complex issue is difficult to measure, assess and understand. Gender has its own semiotic codes, and, universally, images of female-entrepreneurship are socially constructed using pejorative stereotypes. Entrepreneurial imagery can shed light on differing and emerging patterns of female-entrepreneurial identity illustrating shifts in the locus of power that challenge masculine hegemony and power structures. Artefacts, images and semiotics construct alternative gendered social constructs of the entrepreneur to the heroic alpha-male. The imagery associated with the female-entrepreneur is either said to be invisible, or associated with “Pinkness” and the “Pink Ghetto”. Therefore, images, forms and presence associated with gendered entrepreneurial identities have been explored.

One hundred images of female-entrepreneurship were analysed semiotically using photo-montage techniques to identify common stereotypical representations, archetypes and themes. The resultant conceptual typology highlights the existence of near universal, archetypal gendered entrepreneurial stereotypes including the Business Woman; the Matriarch; the Diva; and the Pink-Ghetto Girl.

Although the results are subjective and open to interpretation, they illustrate that the contemporary female-entrepreneur, unlike their male counterparts, is not forced to adopt the persona of the “conforming non-conformist” because they have more options available to them to construct an entrepreneurial identity.

This study extends research into entrepreneurial identity by considering visual imagery associated with socially constructed stereotypes. In looking beyond images associated with the “Pink-Ghetto” the author challenges stereotypical representations of the appearance of female-entrepreneurs, what they look like and how they are perceived.

This study widens knowledge about entrepreneurship as a socio-economic phenomenon via images forming part of enterprising identity, a physical manifestation of nebulas phenomena acting as “visual metaphors” shaping expected constructs.