Open Access

Uncovering Market Positioning Coordinates Using In-Depth Interviews. Evidence from the Romanian Modern Retail


Cite

Bernard, H.-R. (2000): Social research methods, Sage, Thousand Oaks, CASearch in Google Scholar

Corbin, J., Strauss, A. (2014): Basics of Qualitative Research-Techniques and Procedures for Developing Grounded Theory, 4th. ed., Sage, Thousand Oaks, CASearch in Google Scholar

Coyne, I.-T., (1997), Sampling in qualitative research. Purposeful and theoretical sampling, merging or clear boundaries?, Journal of Advanced Nursing, Vol. 26, pp. 623-630Search in Google Scholar

Creswell, J. (1998): Qualitative inquiry and research design. Choosing among five traditions, Sage, Thousand Oaks, CASearch in Google Scholar

Dumitrescu, L., Cetina, I, Pentescu, A., (2014), Positioning Romania As A Tourism Destination Based On The Information From Online Travel Guides, Studies in Business and Economics, Vol. 9, no. 1, pp. 59-65Search in Google Scholar

Dumitrescu, L., Fuciu, M., (2015), Consumer Behaviour In The Tourist Segmentation Process – A Marketing Research, Studies in Business and Economics, Vol. 10, no. 1, pp. 66-76Search in Google Scholar

Edu, T. (2013): Marketing strategic, ed. Pro Universitaria, BucurestiSearch in Google Scholar

Edu, T., Negricea I. C., (2012), Brand Positioning – A Marketing Resource and an Effective Tool for Small and Medium Enterprises, Journal of Knowledge Management, Economics and Information Technology, Vol. 2, issue no. 1, February, pp. 182-190Search in Google Scholar

Edu, T., Negricea, I. C., Nicolaica, A., (2013), Facebook- a Marketing Instrument and Differentiator in Brand Positioning. A Case Study on L’Oreal Paris Romania. International Journal of Economic Practices and Theories, Vol. 3, no. 2, April, pp. 92-102Search in Google Scholar

Fishburne, T., (2010), Brand Positioning And The Consumer Mind, available online at http://www.brandingstrategyinsider.com/2010/04/brand-positioning-and-the-consumer-mind.htmlSearch in Google Scholar

King, N. (2004): Using Interviews in Qualitative Research. In C. Cassell, G. Symon (Eds.), Essential Guide to Qualitative Methods in Organizational Research, Sage, London10.4135/9781446280119.n2Search in Google Scholar

Legard, R., Keegan, J., Ward, K. (2003): In-depth Interviews. In J. Ritchie. J. Lewis (Eds.), Qualitative Research Practice- A Guide for Social Science Students and Researchers (pp., 138-169), Sage, LondonSearch in Google Scholar

Levis, J., (2006), Adoption of corporate social responsibility codes by multinational companies, Journal of Asian Economies, Vol. 17, no. 1, pp. 50-55.Search in Google Scholar

Malhotra, K.-N., (2010): Marketing Research, An Applied Orientation, Global Edition, 6th ed., Prentice Hall, Upper Saddle River, NJSearch in Google Scholar

Manhas, P.-S., (2010), Strategic Brand Positioning Analysis through Comparison of Cognitive and Conative Perceptions, Journal of Economics, Finance and Administrative Science, Vol. 15, no. 29, pp.15-33Search in Google Scholar

Marshall, B., Cardon, P., Poddar, A., Fontenot, R., (2013), Does sample size matter in qualitative research? A review of qualitative interviews in IS research, Journal of Computer Information Systems, Vol. 54, issue 1, Fall, pp. 11-22Search in Google Scholar

Marshall, M., (1996), Sampling for qualitative research. Family Practice, vol. 13, no. 6, pp. 522-52510.1093/fampra/13.6.522Search in Google Scholar

Morse, J.-M., (1994): Designing funded qualitative research. In N. K. Denzin, Y.S. Lincoln (Eds.), Handbook of qualitative research (2nd ed.) (pp. 220-235), Sage, Thousand Oaks, CASearch in Google Scholar

National Institute of Statistics (2015), Romania in Numbers-Statistics Summary, available online at http://www.insse.ro/cms/files/publicatii/Romania_in_cifre_2015final.pdfSearch in Google Scholar

Patton, M.-Q., (1990): Designing qualitative studies. Qualitative research and evaluation methods, 2nd ed., Sage, Beverly Hills, CA, pp. 169-186Search in Google Scholar

Ritchie, J., Lewis, J., Elam, G., (2003), Designing and Selecting Samples. In J. Ritchie, J. Lewis (Eds.), Qualitative Research Practice- A Guide for Social Science Students and Researchers (pp. 77-108), Sage, LondonSearch in Google Scholar

Ries, Al., Trout, J. (2001): Positioning- The battle for your mind, McGraw-Hill, New YorkSearch in Google Scholar

Scherer, A.-G., Palazzo, G. (2008): Globalization and Corporate Social Responsibility. In A. Crane, A. McWilliams, D. Matten Dirk, J. Moon, D. Siegel (Eds), The Oxford Handbook of Corporate Social Responsibility (pp. 656), Oxford University, Oxford10.1093/oxfordhb/9780199211593.003.0018Search in Google Scholar

Sharan, M. (2009): Qualitative Research: A Guide to Design and Implementation, Wiley & Sons, San FranciscoSearch in Google Scholar

Trout, J., Rivkin, S. (2010): Differentiate or die. In C. Murray (Ed.), The Marketing Gurus-Lessons from the best marketing books of all time (pp. 1-16), Atlantic Books, LondonSearch in Google Scholar