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Journal Issue
Volume 11 Issue 2, ECRM 2013 / Dec 2013  pp53‑117

Editor: Ann Brown

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Editorial ‑Special Issue Volume 11 issue 2  pp53‑54

Ann Brown

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Lessons from the field: Applying the Good Reporting of A Mixed Methods Study (GRAMMS) framework  pp55‑66

Roslyn Cameron1

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Advancing Polyphonic, Multi‑layered and Authentic Narrative Inquiry: Actor Sensemaking during Transformational Change  pp67‑83

Sally Eaves, John Walton

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Promoting the case for Using a Research Journal to Document and Reflect on the Research Experience  pp84‑92

David Lamb

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Narrative inquiry and the study of collaborative branding activity  pp93‑105

Cathi McMullen, Ian Braithwaite

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Abstract: This paper examines the distinctive features of narrative inquiry, reviews how narrative has been taken up in a range of disciplinary areas, and argues for the use of a narrative approach to the study of social processes in marketing organisatio n. An illustration is provided of narrative analysis of an exemplar case with the aim of surfacing tacit knowledge and drawing lessons from practice on a successful collaborative branding activity. A series of practices, including accounting, justifying a nd empathising are identified as important in the development of this emergent branding project. The findings resonate with Bojes (1991) contention that being able to perform stories is an underrated yet important management skill that can assist orga nisation members to make sense of what is going on and to effect change. 


Keywords: Keywords: narrative, narrative inquiry, branding, cross-sector partnerships, collaboration.


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Applying Knowledge Cartography Techniques and Tools to Facilitate the Process of Realist Synthesis  pp106‑116

Leonel Tractenberg

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Rediscovering Grounded Theory  pp117‑117

A Book Review by Dan Remenyi

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