Work

Ethnography / Emerging Consumers

Year: 2016

Type: conference-abstract

Abstract: For several decades 'Emerging' has been a staple prefix applied to such entities as markets, nations, democracies, cultures, and business opportunities. The term has been used to label virtually anything about "less developed" others deemed new to the world of market-led consumption, especially by corporate actors looking for new markets and consumers worldwide. This session explores theoretical and practical issues involved with doing industry ethnography within the 'Global South'.

Source: Ethnographic Praxis in Industry Conference Proceedings

DOI: 10.1111/1559-8918.2016.01087

Authors: NIMMI RANGASWAMY, LAURA SCHEIBER

Institutions: Pontifícia Universidade Católica de Minas Gerais, Columbia University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2557546993

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