Explores the relationships formed between the consumer and the consumer direct Peapod grocery service, as revealed through the ethnographic study of Boston-area customers Peapod was conducted during the summer of 1997 and fall of 1999. Three representative case stories are brought to life with the use of extensive quotations from these individual longitudinal interview. Closes with a brief description of four additional vignette experience of service users, so that students can offer for forecasts with the process of understanding derived from detailed case studies. Together, these exercises are designed to enhance students' understanding of the processes that characterize consumer-firm/brand interaction over time, toward the goal of a more reasonable relationship marketing strategy and execution sharper brand relationships. "Hide
by Susan Fournier, Seth Shulman M. Source: Harvard Business School 30 pages. Publication Date: May 21, 2002. Prod. #: 502050-PDF-ENG
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