Please use this identifier to cite or link to this item: 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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