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The purpose of this paper is to review the 1985-1991 project called “The Consumer Behavior Odyssey”, including a retrospective assessment of its context and role in influencing consumer research paradigms.

The study is based on personal recollections, introspective fieldnotes from the Odyssey and various publications and videos that emerged from the project. It also reflects on several subsequent “inside” and “outside” accounts of the project and its impact.

The paper concludes that the Odyssey was a critical event within a nexus of other critical events that helped precipitate what is now widely called Consumer Culture Theory. It was a highly visible project that acted as a lightning rod that attracted both supporters and opponents at the time, but that ultimately helped carve out a place for interpretive, qualitative, visual and ethnographic consumer research within business schools.

Although there were a number of methodological and research outputs from the Odyssey during the 1980s and early 1990s and there have been several recent “outside” appraisals of its influence since then, there has been only one subsequent “inside” account of its ontological and epistemological impact − a 2011 video made for the 50th anniversary of the major funding organization for the project, the Marketing Science Institute. This paper offers a more extensive appraisal by one of the project’s leaders.

The purpose of this study was to explore how care theory and the ethics of care are explained by students in the online environment to clarify the factors that are more relevant in establishing and maintaining caring relations in online learning context.

Utilizing naturalistic inquiry, the researchers interviewed online students and coded transcripts using multiple coding methods within two phases of analysis. Noddings' framework for ethics of care was utilized to identify strategies and practices that enhance each of Noddings' elements in an online course experience.

The findings of this exploratory study provide evidence on how learners perceive being cared for and highlight specific instructor behaviors and course design elements that support the emergence and maintenance of a climate of care in an online learning environment. Indicators of all four elements of Noddings' framework were present in the interviews. Within the themes of each element, strategies and practices to enhance each element in an online course experience are further explained.

Establishing a climate of care, whether in traditional or online learning, leads to more inclusive learning experiences that are responsive to the needs of all learners. This study brought to light some of the factors that are more relevant in establishing and maintaining caring relations in online learning context.

The findings of this study add to the literature on the role of emotions in an online learning as viewed through the lens of care theory. The findings highlight some strategies and behaviors that promote a climate of care in an online environment from a learner's perspective.

Wellness tourism offers opportunities for consumers to explore the self. This paper aims to explore how identity transitions occur in a liminal tourism space – a holistic wellness retreat.

The authors adopt a qualitative methodology, including in-depth semi-structured interviews supplemented by various projective techniques. Following an interpretivist approach, eight consumers were interviewed at the commencement and the completion of a holistic wellness retreat stay. Participant observation was also undertaken during the retreat programme.

The paper shows an identity transition is facilitated by the liminal space of the holistic wellness retreat and further shaped by self-work during the retreat. As participants gain new knowledge on the self and start living “consciously”, they gain a sense of vision, clarity and direction to a new self, wherein identity transition is a starting point and a process of change rather than an end goal.

While much past research views tourism activities as mainly “play”, the findings reveal the holistic wellness retreat experiences as both identity play and identity work. This paper provides theoretical insights into the process from identity play to identity work and what makes this process effective for identity transition.

Religious and peculiar beliefs are two of the factors affecting consumer behavior and may differentially affect individuals and societies. Therefore, this study aims to investigate them from the study of Iranian customers’ behavior.

These beliefs are sensitive issues, hence, to investigate them, the grounded theory method through 15 in-depth interviews was applied.

The results indicated that evil-eye effect, as a peculiar belief, affected the behavior of luxury cars’ consumers in the Iranian society while religion had no such effect on the consumers’ behavior, in spite of religious notions about luxury. Furthermore, the findings revealed that consumers may legitimize their inconsistent behaviors through a variety of tactics such as different interpretations of religious notions or dissembling their superstitious beliefs.

The present study will contribute to the literature on religion and customer behavior through taking advantage of the application of a qualitative research design. Besides, the originality of the study might be in the application of various tactics by the customers to legitimize their behaviors inconsistent with religion.

The traditional dualism view regards stability and change as opposites and separate, two essential but largely incompatible and mutually exclusive elements in an organization, and it advocates contingency theories to handle the paradox situation; more recent research has adopted the paradoxical lens to highlight both the contradiction and the interdependence between the two elements. This paper aims to address how an organization pursues stability and change simultaneously, i.e., how stability and change contradictorily enable each other to promote the development of an organization.

By adopting a case study on the strategic and structural change of Signcomplex in China, this paper attempts to explore the paradoxical relationship between stability and change, especially their interdependence. Multiple approaches were used during data collection to meet the criteria for trustworthiness, and the data analysis went through a five-step process. Through this analysis, the main mechanisms of stability and change were identified. An analysis was also conducted on how these stable and variable mechanisms enable each other, and finally, a framework was set up to show this paradoxical relationship.

The results confirm the paradox of stability and change: stability enables change by supplying security and consistency, offering reserved knowledge and skills and enabling commitment and the provision of resources for a better realization of the change. Change enables a firm to set up a new state of stability through variable mechanisms such as trial-and-error and exploration activities. The results also indicate that the nature of organizational change is to help an organization reach a new stable stage with higher efficiency and that organizational development relies on the paradoxical effects of both stability and change.

This research is constrained by several limitations. The findings need to be further confirmed through the investigation of more organizations; other stable mechanisms, such as habits, tight coupling, commitments, control and low variance, and variable mechanisms, such as search, mindfulness, redundancy and openness, should be considered. As an organization may experience many cross-level or cross-department changes which struggle with each other for resources and with stable mechanisms, to explore the paradox, future research may need to conduct a more in-depth examination of the system of change.

The findings offer some valuable insights for further research and hold important implications for management practices, especially management practices in a Chinese context. The findings extend the existing paradox theory by further revealing how stability and change enable each other and offer a paradoxical perspective to look into the nature of organizational change and organizational development. The results remind managers to rethink the relationship between stability and change, to factor these coexisting concepts into their decision-making and to accept, understand and use this paradoxical relationship to realize synergistic effects for the firm.

The purpose of this paper is to provide better understanding of potential foreign customers or satellite fans' perceptions of professional‐football brands, as this constitutes a necessary step toward setting up an internationalisation strategy to create a global professional‐sport brand.

Twelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted.

The paper found the common and specific features of each club's brand equity and the typical fans' perceptions of the clubs, which constitute major dimensions upon which the clubs are differentiated in the customers' minds. It also identified such key antecedents to building strong professional‐sport brand equity in the French market as the fit between the image, the values or both of the foreign club and the local club a fan supports.

The main limitation is the size of the sample, even if the saturation‐semantic criterion is applied.

This paper emphasises the need for professional‐sport clubs not to underestimate the need for strategic‐marketing steps different from those used at home before implementing foreign marketing operations and constitutes a first step toward future research into the analysis of the perceptions of potential foreign customers or satellite fans in broader contexts.

Although many studies have dealt with the perception of local professional‐sport brands, this paper represents one of the first empirical studies of the perceptions of professional‐football brands in a foreign market.

This study aims to accomplish three objectives: first, to investigate the role and impact of information and communication technologies on the practice of science in the UK; second, to examine and characterise changes in scholarly communication activities such as information seeking, publishing and collaboration; and third, to investigate the validity of the current scholarly communication models and to determine whether there is a need for a new model.

The study deployed a naturalistic inquiry approach using semi-structured interviews as a qualitative research tool. A theoretical sample of 40 researchers in four universities were interviewed to gather data regarding informal scholarly communication practices, factors that affect the researchers’ decisions and changes in the scholarly communication system.

The results of the interviews suggest that there are three types of scholars who engage in scholarly communication activities. First, the “orthodox scholar”, who only uses formal and traditional scholarly communication approaches. Second, the “moderate scholar”, who prioritises formal communication approaches but, at the same time, is trying to get benefits from informal channels. Finally, the “heterodox scholar”, who uses all channels available in scholarly communication. The study also proposes a model of scholarly communication that reflects the current changes in scholarly research.

The paper describes the changes in informal scholarly communication practices in four universities in the UK. However, because the study used a naturalistic inquiry approach, the results cannot be generalised to a different population.

There is limited literature investigating the changes in informal scholarly communication practices. The value of the current study lies in being the first study in this area that uses a naturalistic inquiry approach to investigate the changes in informal scholarly communication practices, and to develop a new model of scholarly communication.

To provide a qualitative, in‐depth, naturalistic, empirical inquiry into entrepreneurial decision‐making, through the application of grounded theory methodology.

Application of original Glaser and Strauss grounded theory methodological approach and subsequent works are situated in the comparatively new context of entrepreneurship and small business management. Gathered data are iteratively analysed to produce emergent conceptual categories and their underpinning properties. Emergent substantive theories of entrepreneurship and entrepreneurial decision making are discussed against existing decision and entrepreneurship theories.

First, the examination of the appropriateness of applying grounded theory to investigating complex entrepreneurship issues, as analysed through conceptual categories drawn from an empirical study. Second, the theoretical exploration of emergent entrepreneurship bounded practices and associated tasks of decision‐making. Finally, through the revelation of what is inductively achievable, what can be practically learned by researching naturalistic entrepreneurship.

This process of iterative theory building, whilst grounded in a substantive inquiry, holds the capacity to generate further research questions and tentative explanations at broader formal levels. By cross cutting the boundaries of units of analyses – the entrepreneur or associated actors, for example – this results in the maturation of a complex web of human interactivities. From the research reported, questions beyond the substantive case can develop a broader theoretical and practical agenda. For example, issues such as: buying‐in to an established business, the managing of key skills workers in small enterprises, and, entrepreneurial decision‐making in conjunction with other actors’ involvement.

The application of grounded theory emergent research objectives, whilst originating from particular inductive investigations, can become foundations for better understanding broader entrepreneurship questions and practice‐based researched endeavours.

This paper contributes to the identified need for developing the stock of qualitatively bounded research within entrepreneurship and small business inquiry. It develops understanding of both the theoretical and practical nature of entrepreneurship, the managing of an enterprise and the synonymous task of making decisions.

Examines the alleged demise of science in terms of claimed difficulties including: the human limitations of scientists, that science seeks ultimate reality and universal truth, oversimplifies complexity, and accepts no standard external to itself. Also considers incommensurability, the theory ladeness issue, and the assumption of orderliness. Overall, there is little discussion of epistemological issues in the sense of exploring pros and cons, while the resurrection of positivism and its equation with science and “big tent” thinking that confers legitimacy on every interest group’s position regardless of its cogency, further degrades discourse. The naturalistic‐pragmatist perspective presented as an alternative sees scientific inquiry as an open, growing, fallible activity that has proven far superior to other methods of problem solving. Inquiry is also taken to be central to principled moral choice and to efforts aimed at improving people’s lives.

This paper and accompanying film demonstrate the techniques of using scenarios, breaching expectations, and using naturalistic groups as being especially appropriate for conducting qualitative marketing research in China.

This study is used to investigate the social construction of brands in China and to demonstrate how to create naturalistic group interviews in China, and why it is beneficial to do so. A film footage of the various groups discussing the scenarios presented to them is presented so the viewer can observe the interactions between the group members.

In this paper, it is argued that only certain qualitative methods are appropriate in a Chinese context, due to various aspects of Chinese culture which de‐emphasize expressing one's thoughts, feelings, beliefs, and values openly. In the accompanying film, it is demonstrated how: presenting Chinese consumers with scenarios that they can relate to stimulates meaningful discussion; breaching people's expecations is what allows people to articulate underlying meaning systems; and conducting interviews in existing, naturally formed social groups, all lead to naturalistic discussions.

As marketing and consumer research becomes more global, the field of qualitative research needs to take a critical approach to the effectiveness of varying methodologies in varying cultural contexts. A first step in this direction is taken by outlining how and why particular qualitative methods are effective in China. Naturalistic group interviews can also be used in a wide variety of countries and cultural contexts when the construct of interest is the social dynamics of a consumption activity.