Cavicchi, Alessio; Santini, Cristina; Bailetti, Lucia - In: Qualitative Market Research: An International Journal 17 (2014) 4, pp. 319-335
Purpose – This purpose of this paper is to introduce a research model inspired by the basic principles of experiential research and apply it to the food and beverage industry. Thinkers and doers often do not speak the same language: many scholars have pursued the goal of reducing the gap...
