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Anthropologie, ethnologie et ethnographie dans les cabinets de conseil en marketing PDF
By:Nadège Corrion
Published on 2010 by


Cette recherche doctorale explore trois cas d’utilisation de l’ethnomarketing, méthode de recherche inspirée de l’anthropologie et de l’ethnographie appliquée en marketing, par des consultants en marketing ou leurs clients. L’objectif est d’étudier les aspects constitutifs de l’ethnomarketing (ontologiques, méthodologiques et technologiques), méthode adaptée, voire réifiée, par les professionnels du monde de l’entreprise. Grâce à une revue de littérature sur l’anthropologie et ses méthodes de recherche et l’ethnographie appliquée en marketing, il a été possible de générer 20 propositions de recherche (objet de recherche). Puis, ce mémoire doctoral présente la méthodologie de recherche, l’analyse des trois cas, l’analyse transverse, la discussion théorique et les apports managériaux. Cette recherche doctorale confronte les propositions de recherche au terrain. Elle propose également une réflexion sur deux formes d’appropriation des résultats de recherche en fonction du niveau de participation des clients des cabinets de conseil en marketing : l’appropriation par l’expérience et l’appropriation par la médiation.

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