What is it about?
We present a dynamic experience-based roadmap for relational engagement which takes into account resourcefulness, obliquity, and caring in action (ROC) to navigate the obstacles and difficulties of the concrete realities of working with stakeholders beneath the abstract ideals of relational engagement as set out in the literature. We illustrate this research process using findings from an ongoing study in partnership with an independent UK theatre company.
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This page is a summary of: Let’s ROC: a dynamic experience-based roadmap for relational engagement, European Journal of Marketing, March 2025, Emerald,
DOI: 10.1108/ejm-04-2024-0333.
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