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Journal Issue
Volume 14 Issue 2 / Nov 2016  pp71‑167

Editor: Ann Brown

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EJBRM Volume 14 Issue 2, 2016  pp71‑71

Ann Brown

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Militating against data fabrication and falsification: A protocol of trias politica for business research  pp72‑82

Anthony Stacey

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Towards a Systematic Approach to Reviewing Literature for Interpreting Business and Management Research Results  pp83‑97

Kambidima Wotela

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Using World Café to Enhance Relationship‑building for the Purpose of Developing Trust in Emotional Intelligence Training Environments  pp98‑110

Lesley Gill et al

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Action Research: Intertwining three exploratory processes to meet the competing demands of rigour and relevance  pp111‑124

Gertjan Schuiling, Derk Jan Kiewiet

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Mixed Methods Research: Insights from Requirements Engineering  pp125‑134

Rozilawati Razali et al

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Making the Case for a Mixed Methods Design in a Bourdieusian Analysis of Family Firms  pp135‑146

Udeni Salmon

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Telling Tales: Storytelling as a Methodological Approach in Research  pp147‑156

Tara Rooney, Katrina Lawlor, Eddie Rohan

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This paper describes the application of storytelling as a methodology in a consumer relationship context. A theoretical overview of Story as a unique narrative form is presented. The inquiry was conducted in the consumer banking sector using a blended narrative approach of storytelling and life history narratives. Research design was exploratory in nature and pursuant of an interpretivist perspective. The methodology applied Gabriel’s (2000) story classification taxonomy which categories stories based on epic, comic, tragic and romantic dimensions and follows the Beginning, Middle and End configuration (BME). Procedures used in this study are presented to serve as a guide for researchers interested in undertaking storytelling in the field of consumer and business research. We conclude that storytelling is a valuable methodology for exploring consumer relationships as it allows researchers to trace the evolution and development of the interaction by analysing the story typologies associated with each relationship phase. Finally, the paper reflects on the usefulness of this methodology in understanding and articulating consumer experiences. 


Keywords: Story, Storytelling, Narrative, BME Framework, Narrative Interviewing, Relationships


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Innovative Methodologies in Qualitative Research: Social Media Window for Accessing Organisational Elites for interviews  pp157‑167

Efrider Maramwidze-Merrison

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