An anthropological look at the possibilities and limits of innovation in traditional markets: The case of green tea in Morocco (notice n° 221743)
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| fixed length control field | 01693cam a2200241 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112060229.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | El Hassouni, Soumaya |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | An anthropological look at the possibilities and limits of innovation in traditional markets: The case of green tea in Morocco |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2022.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 41 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This research aims to explore the rituals that accompany the consumption of a traditional drink, Moroccan mint tea, to identify paths and obstacles to innovation. We will present a theoretical framework that deals with tradition from both anthropological and marketing perspectives. The research was conducted using interpretative phenomenological analysis of conversations with two groups. Several constructs emerged from the interpretation of the data with NVivo software. One the one hand, the concept of commensality sheds light on the motivation for observing rituals, which, in turn, acts as a barrier to innovation. On the other hand, traditional consumption practices are being slowed by more rational attitudes, which offer openings to potential innovations. These attitudes are influenced by the health risks, the perception of impracticality, and the emergence of indifference to such practices. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | consumer behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | identity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | dietary behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | tradition |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | consumer behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | feeding behavior |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | tradition |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Revue Management & Innovation | o 5 | 1 | 2022-04-05 | p. 11-24 | 2658-9222 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-management-et-innovation-2022-1-page-11?lang=en">https://shs.cairn.info/journal-revue-management-et-innovation-2022-1-page-11?lang=en</a> |
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