Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique
Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2014.
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| Format: | Thesis |
| Language: | eng |
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Massachusetts Institute of Technology
2014
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| Online Access: | http://hdl.handle.net/1721.1/90238 |
| _version_ | 1826207123478937600 |
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| author | Ergez, Merve |
| author2 | John Hauser. |
| author_facet | John Hauser. Ergez, Merve |
| author_sort | Ergez, Merve |
| collection | MIT |
| description | Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2014. |
| first_indexed | 2024-09-23T13:44:29Z |
| format | Thesis |
| id | mit-1721.1/90238 |
| institution | Massachusetts Institute of Technology |
| language | eng |
| last_indexed | 2024-09-23T13:44:29Z |
| publishDate | 2014 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/902382019-04-11T07:26:41Z Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique Application of ZMET Ergez, Merve John Hauser. Sloan School of Management. Sloan School of Management. Sloan School of Management. Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2014. Cataloged from PDF version of thesis. Includes bibliographical references (pages 40-41). This thesis aims to create a better branding message for the OLIVITA Artisan by finding specific scents that are closely aligned with its marketing strategy for their future product line, to reassure the existing brand image and increase its competency in the market. In order to find the scents that are aligned with OLIVITA Artisan's existing brand image, an edited version of the Zaltman Metaphor Elicitation Technique (ZMET), a patented market research tool that has been proven successful in eliciting the conscious and more importantly the unconscious thoughts by exploring people's non-literal or metaphoric expressions, was applied for the "Mediterranean life" concept among a convenience sample. The transcriptions of the interviews were analyzed, relevant statements were extracted and the strongest statements were selected and logically grouped to be able to identify the key themes in consumer's mind by Voice of the Customer analysis. The themes were also used to create short stories. The results shaped the scent recommendations for the OLIVITA Artisan, including four pure, three conceptual scents that are closely aligned with its brand image. by Merve Ergez. S.M. in Management Studies 2014-09-19T21:47:53Z 2014-09-19T21:47:53Z 2014 2014 Thesis http://hdl.handle.net/1721.1/90238 890377200 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 43 pages application/pdf Massachusetts Institute of Technology |
| spellingShingle | Sloan School of Management. Ergez, Merve Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title | Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title_full | Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title_fullStr | Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title_full_unstemmed | Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title_short | Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique |
| title_sort | strategic scent selection an application of zaltman metaphor elicitation technique |
| topic | Sloan School of Management. |
| url | http://hdl.handle.net/1721.1/90238 |
| work_keys_str_mv | AT ergezmerve strategicscentselectionanapplicationofzaltmanmetaphorelicitationtechnique AT ergezmerve applicationofzmet |