If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to analyze the holistic perception of the customer vis-a-vis the creation of an ideal store by using the projective technique of collage. In particular, it discusses the role of the factor of atmosphere which a distributor must privilege to satisfy the expectations of current customer. Design/methodology/approach -To this end, a qualitative exploratory survey based on the technique of collage has been carried out with a sample of 30 individuals. The information were collected through the drawings and the technique of "complete the following sentence". The collages were analyzed using a holistic approach. Findings -The results show that the new customer refers to all the stimuli of the environment of purchase in order to satisfy his utility, hedonic and even social needs. The companies, and in particular the distributors, must direct the atmosphere of their store towards the vectors of attraction, gratification and distraction.Research limitations/implications -The projective technique of collage made it possible to go further than a declaratory matter collected by questions about the concept of the environmental factors. Indeed, in spite of the limited number of the individuals relied upon for the study, the images that were stuck on paper were enriching and made it possible to explain what evokes for the consumer the concept of "ideal store"; his feelings or his hidden emotions. Practical implications -From a managerial point of view, the noted results can give way to a significant number of actions for the distributors. Indeed, in order to ensure the perennial aspect of their business, the persons in charge should follow this practice by considering the atmosphere as a sum of factors which should be managed in a coherent and harmonious way and not in an intuitive way; thus constituting sources of creation of value for the consumer. In other words, the distributors must implement the factors necessary to generate the comfort of purchase as well as the pleasure of consumption. Originality/value -This paper is distinguished compared to the majority of the researches undertaken on this subject. It proposes an indirect qualitative study (proje...
This paper aims to examine the entrepreneurial logic of mumpreneurs in the light of effectuation theory and to analyse their entrepreneurial motivation. The research is based on qualitative data from five mumpreneurs and semi-structured interviews. The data were analysed using thematic analysis. The results show that mumpreneurs are motivated by several factors such as dissatisfaction, motherhood, independence and the need to improve their financial situation. As a result of the multiple constraints faced by mumpreneurs, the five principles of effectuation emerge as an inherent mode of operation. This study provides valuable information on how effectuation theory can be used to describe the way in which mumpreneurs, depending on their situation, create new businesses to improve their situation and better develop personally and professionally in their lives as mothers and entrepreneurs.
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