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https://hdl.handle.net/10356/105000| Title: | Stories that deliver business insights | Authors: | Cayla, Julien Beers, Robin Arnould, Eric |
Keywords: | DRNTU::Business::General | Issue Date: | 2014 | Source: | Cayla, J., Beers, R., & Arnould, E. (2014). Stories that deliver business insights. MIT sloan management review, 55-62. | Series/Report no.: | MIT sloan management review | Abstract: | Ethnographic stories offer executives an empathic understanding of how consumers live, work and play through gritty and detailed descriptions. What you learn from ethnographic stories may surprise you — and change your company’s strategy. | URI: | https://hdl.handle.net/10356/105000 http://hdl.handle.net/10220/20422 |
URL: | http://sloanreview.mit.edu.ezlibproxy1.ntu.edu.sg/article/stories-that-deliver-business-insights/ | Rights: | © 2014 MIT Sloan Management Review(MIT SMR). | Fulltext Permission: | none | Fulltext Availability: | No Fulltext |
| Appears in Collections: | NBS Journal Articles |
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