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Technological Factors

In: The Power of Customer Misbehavior

Author

Listed:
  • Michael Fisher
  • Martin Abbott
  • Kalle Lyytinen

Abstract

In the summer of 1941, a young graduate student from urban Milwaukee, Wisconsin, named Neal C. Gross, found himself in the rural countryside 50 miles west of Ames, Iowa. Told that farmers began work early in the morning, he got up early enough to ensure that he was standing on the doorstep of the first farmhouse before sunrise. While not familiar with farming, he was familiar with hard work. Gross conducted 21 interviews that first day, averaging 14 per day for the length of the study, accumulating overall a total of 345 personal interviews of Iowa farmers. Showing his ignorance of agrarian subjects, when asked by one farmer how he suggested controlling the noxious weed horse nettles, Gross responded that the farmer should call a veterinarian to look at the sick horse.1

Suggested Citation

  • Michael Fisher & Martin Abbott & Kalle Lyytinen, 2014. "Technological Factors," Palgrave Macmillan Books, in: The Power of Customer Misbehavior, chapter 2, pages 34-45, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34892-0_3
    DOI: 10.1057/9781137348920_3
    as

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