University of Twente Student Theses


Assessing value-in-use from an ethnographic perspective: An Ethnographic Case Study

Sahhar, Yasin (2016) Assessing value-in-use from an ethnographic perspective: An Ethnographic Case Study.

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Abstract:Nowadays the concept of value-in-use has become increasingly important. Businesses are continuously striving to capture their customer needs in order to attract future customers, retain existing customers, and increase business performance through value delivery. In the academic world, value-in-use is an uprising concept. Although there are efforts made understanding value-in-use from an ontological point of view, there seems to be haziness around the methodological and epistemological grounds of value-in-use. Consequently, there has so far not been probed into the appropriate methods including the epistemological consequences of studying value-in-use. Therefore, an ethnographic perspective is deployed to clarify this omission by studying value-in-use in the context of amateur-level football on artificial grass pitches. Obtrusive and unobtrusive data collection methods are used in order to gather etic and emic knowledge. Patterns are identified that lead towards useful value-in-use constructs. In short, this study demonstrates how and why an ethnographic perspective can enhance and understand customer value and value-in-use.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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