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ion After assessing the interview guide and field notes. Breaking down existing categories, looki... more ion After assessing the interview guide and field notes. Breaking down existing categories, looking for factors that share the same features. Abstraction was needed for a more grounded construct, to find data that share similar features. Comparison When looking at research philosophies, sampling methods and interview means. Exploring various methods of sampling, research methods and interviewing techniques. Comparison provided a guideline on the collection and analysis of the data. Dimensionalization During the interviews. Identifying categories and then exploring the characteristics along different dimensions. Dimensionalization was needed to define existing relationships across different categories. Integration In the final analysis phase, “integration requires the mapping of relationships between conceptual elements” (Spiggle, 1994:495). Analyzing in a way that kept the students’ feelings and expectations as the primary focus of the interviews, as well as their experiences. Integ...
Marketing Intelligence & Planning, 2015
Purpose – Despite the widespread interest in self-marketing, scant research has been published ab... more Purpose – Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research gap and develop a framework for self-marketing brand skills specific to business students. Design/methodology/approach – Aaker’s Brand Identity Planning Model (2002) was used to construct personal-brand-identity elements. Empirical data were gathered from interviews with 17 students from two business schools in Finland, who were selected using a snowballing sampling technique. Findings – Branding-related elements, together with empirically grounded themes, emerged and were developed into a framework for developing self-marketing brand skills. Self-marketing brand core, self-marketing brand goals and self-marketing brand activities were suggested and further divided into sub-topics, becoming the content of the new framework. Research limitations/implications – The study provides a starting point for...
Marketing Intelligence & Planning, 2015
This is a so called personal version (manuscript as accepted for publishing after the review proc... more This is a so called personal version (manuscript as accepted for publishing after the review process but prior to final layout and copyediting) of the article.
ion After assessing the interview guide and field notes. Breaking down existing categories, looki... more ion After assessing the interview guide and field notes. Breaking down existing categories, looking for factors that share the same features. Abstraction was needed for a more grounded construct, to find data that share similar features. Comparison When looking at research philosophies, sampling methods and interview means. Exploring various methods of sampling, research methods and interviewing techniques. Comparison provided a guideline on the collection and analysis of the data. Dimensionalization During the interviews. Identifying categories and then exploring the characteristics along different dimensions. Dimensionalization was needed to define existing relationships across different categories. Integration In the final analysis phase, “integration requires the mapping of relationships between conceptual elements” (Spiggle, 1994:495). Analyzing in a way that kept the students’ feelings and expectations as the primary focus of the interviews, as well as their experiences. Integ...
Marketing Intelligence & Planning, 2015
Purpose – Despite the widespread interest in self-marketing, scant research has been published ab... more Purpose – Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research gap and develop a framework for self-marketing brand skills specific to business students. Design/methodology/approach – Aaker’s Brand Identity Planning Model (2002) was used to construct personal-brand-identity elements. Empirical data were gathered from interviews with 17 students from two business schools in Finland, who were selected using a snowballing sampling technique. Findings – Branding-related elements, together with empirically grounded themes, emerged and were developed into a framework for developing self-marketing brand skills. Self-marketing brand core, self-marketing brand goals and self-marketing brand activities were suggested and further divided into sub-topics, becoming the content of the new framework. Research limitations/implications – The study provides a starting point for...
Marketing Intelligence & Planning, 2015
This is a so called personal version (manuscript as accepted for publishing after the review proc... more This is a so called personal version (manuscript as accepted for publishing after the review process but prior to final layout and copyediting) of the article.