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|Title:||Stories that deliver business insights||Authors:||Cayla, Julien
|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
|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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