
Anu NorrgrannUniversity of Vaasa · Department of Marketing
Anu Norrgrann
PhD
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14
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Publications (14)
This chapter examines how service providers use music in assembling experiencescapes in the context of contemporary and street dance classes and group exercise services. Taking a socio-material approach, the role of music is explored in the interplay of practices, meaning making and entanglements between material/digital and social entities making...
Brands become shaped by interaction processes in the networks in which they are embedded. Research addressing this phenomenon has departed both from a co-creation angle, and to some extent by examining co-destruction. In this chapter, we adopt a process-oriented multiple stakeholder view to brands and explore the concept of brand discrepancies, i.e...
We explore how the aesthetics and functionality of pet homes are balanced in the socio-material practices produced within digital platforms. The study draws on netnographically generated data related to pets and to interior decoration. The findings show how the practice of problematization appears interacted with various human and non-human entitie...
Purpose: This chapter examines two rather extreme examples of non-human entities in home assemblage, interior objects, and companion animals, and how their agency appears distributed with human consumers in assembling home. The authors aim at drawing conceptual contrasts and overlappings in how agency expresses itself in these categories of living...
This book provides theoretical, methodological and practical insights into the use of autoethnography as a research methodology. Autoethnography offers unique possibilities to gain an in-depth understanding of social and cultural contexts as well as research topics through description and reflective analysis of personal, lived experiences. In this...
In this chapter, we construct a methodology termed analytic auto-netnography. We suggest that by combining two varieties of ethnographic research, autoethnographic and netnographic methodologies, we can offer a fruitful way to understand social phenomena in the digitalized world. In this manner, the depth of autoethnography is coupled with the brea...
Multifaceted autoethnography: Theoretical advancements, practical considerations and field illustrations is now going into print!
This book provides theoretical, methodological and practical insights into the use of autoethnography as a research methodology. The seven autoethnographies of the book demonstrate the multifacetedness of this approach...
This article discusses how inertia manifests itself in business relationships. It examines how path dependencies shape the development of a firm's resources and accumulate inertia within them, which can affect how the firm relates to other actors in its network. The article draws on different theoretical perspectives that have dealt with the notion...
This paper examines the interplay between the product and the "selling system", i.e. how the product is embedded in the retail context, particularly concerning its communicative elements. According to Turley & Chebat (2002) the retail environment can be likened to the package of a product, in the sense that it surrounds the product that is for sale...
Within the industrial network perspective, it has been argued that resources are not only entities that firms attempt to control and access, but that it is also a relative concept. That is, different tangible or intangible, material or symbolic elements can be considered resources when use can be made of them. The value of a resource is thus relate...