This session aims at gathering methodologically advanced research on service and commercial fields – e.g. marketing, retailing, tourism, consumption and health services – in order to discuss and problematize the potentials of qualitative methods in this broad field. How may conventional methods be used to develop studies of today’s expanding service sector and its ‘service phenomena’, and how may new methods be tailored so that they become perfectly suited for this area? Submissions on these and related issues are encouraged.
Session organizer: Hervé Corvellec, Department of Service Management, Lund University, Sweden.
The session is scheduled as number 13.