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Action research is conducted by researchers from a variety of disciplines, e.g. sociology, psychology, organization theory, management, marketing and accounting. Over the years, action research has been acclaimed and criticized. This paper focuses on controversies surrounding action research, and its specific merits and requirements. Action research as reflected in the literature is briefly reviewed and characterized and contrasted with traditional research. Specific challenges to do high quality action research are emphasized as well.

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024736. When citing the article, please cite: Kjell Grønhaug, Paul S. Trapp, (1988), “PERCEIVED SOCIAL CLASS APPEALS OF BRANDED GOODS AND SERVICES”, Journal of Services Marketing, Vol. 2 Iss: 3, pp. 71 - 76.

A study of the top management team′s understanding of their own company′s strategic positioning reveals greater levels of differences in perceptions than might be expected or desirable. The perceptions of competitors was even less closely shared. These results suggest scope for training managers in environmental observations and in communicating their observations and beliefs.

Examines the construct of perceived risk, as used in consumer and marketing research. In the light of the shortcomings of past research, develops and tests three hypotheses. Findings show that the risk dimensions proposed in the literature (i.e. financial, psychological, social, performance, physical and time‐related risk) capture a very high fraction of perceived overall risk, and that a parsimonious structure of the risk concept exists as the other risk dimensions are mediated through individual psychological risk. Implications are highlighted.

In spite of the emphasis on needs by marketing scholars almost no research efforts directed towards this topic have been reported in the organisational buying behaviour literature. The nature of organisational buying needs is explored, and how various organisational and environmental factors influence and direct recognition of such needs. A model of organisational need recognition is developed, and based on relevant research a set of inter‐related propositions of how various organisational and environmental factors influence organisational need recognition is proposed. Managerial implications are highlighted.

Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts an experimental study using a rather unfamiliar travel destination – Norway – as the target object. The findings reveal that advertising may create changes in the target group′s evaluations of the target object, and result in more coherent and stereotyped knowledge structures.

Social class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at the generic product class level. In contrast, this article reports an exploratory study on how brands from narrowly defined groups of products and services are perceived to appeal to different social classes.

Social class is assumed to be a crucial determinant in consumer behavior. Most previous research has focused on purchase and consumption behavior across social class segments at the generic product class level. In contrast, this article reports an exploratory study on how brands from narrowly defined groups of products and services are perceived to appeal to different social classes.

Market knowledge is usually believed to be useful. Both the concepts of “knowledge” and “useful” are, however, rather ambiguous and used in multiple ways. The concepts are clarified, and requirements for adequate knowledge use discussed. An important conclusion is that academian marketing knowledge can be useful, requiring, however, both knowledge, time‐consuming and motivated efforts.