Thomas Friedman exhorts us to imagine the future [1] ? we urge marketers to invent the future, to learn the future faster, and to deliver the future earlier. Marketers are asked to develop scenarios about emerging technologies such as broadband wireless but more often than not have no education...

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using...

Storytelling-case archetype decoding and assignment manual (SCADAM) reviews cultural and tourism/hospitality applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. SCADAM includes a testing manual on how to use Donald T. Campbell's "degrees of...

Theory of brand enabling archetype enactment by consumer -- Literature review -- Method : story listening and collection -- Archetype processing and story analysis -- Creator archetype -- Every person archetype -- Explorer archetype -- Hero archetype -- Innocent archetype -- Jester archetype --...

This case study uses two storytelling methods for analysis ? an advanced hermeneutic framework and an extended form of decision systems analysis (DSA) incorporating cognitive mapping ? to explore the strategic thought in building a software house around a philosophy of ?best practice?...