Purpose This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience. Design/methodology/approach The critical and logical analysis is based on current knowledge of generative AI. Findings...

Economics has always had a difficult relationship with literature. Although early economists such as Adam Smith adopted a literary approach, pressures soon emerged to develop formal theory imitating natural sciences. A key aim was to attain scientific status and avoid comparison with literary...

Ever since the beginnings of classical political economy in the early nineteenth century, economics has faced culturally based criticism from a long line of literary authors. This paper argues that the old literary criticisms are still relevant and can provide useful guidelines for economic...