Brainstorming with Generative AI to come up with an MBA dissertation proposal: on medical aesthetics

Brainstorming with Generative AI to come up with an MBA dissertation proposal: on medical aesthetics

 

As a part-time MBA student learning to do a dissertation project, I am interested in the crude research theme of "Managing my own business of medical aesthetics in Hong Kong". In addition, I would like to include the following key words for my dissertation proposal formulation: pragmatism, exploratory research, customer value, business model adaptation". Could you suggest 4 concrete research themes for me to consider based on these ideas and preference of mine?

Based on your interests and the keywords you provided, here are four concrete, MBA‑dissertation‑ready research themes that align with managing a medical aesthetics business in Hong Kong while embedding pragmatism, exploratory research, customer value, and business model adaptation.irp-cdn.multiscreensite+2

1) Pragmatist, exploratory study of how Hong Kong medical aesthetics clinics create and deliver customer value

·        Working title: “What counts as ‘value’ for Hong Kong medical aesthetics clients? A pragmatist, exploratory study of value creation in practice.”

·        Core idea: Use a pragmatist stance to treat “customer value” not as a fixed construct but as something that emerges from real clinic–client interactions, then explore it through qualitative methods (e.g., interviews with clients and practitioners, observation of consultations, review of service journeys).josephho33.blogspot+1

·        Why it fits you: It directly supports your goal of managing your own clinic by clarifying which value dimensions (e.g., safety, results, trust, convenience, price fairness, aftercare) actually drive satisfaction and loyalty in the Hong Kong context.

·        Methodological angle: Exploratory, mixed or qualitative design under a pragmatist philosophy; data could come from 15–25 semi‑structured interviews plus service documentation, analysed thematically to produce a practical value framework for your business.scribd+1

2) Business model adaptation under regulatory and competitive pressure in Hong Kong medical aesthetics

·        Working title: “Adapting the business model of a Hong Kong medical aesthetics clinic: an exploratory, pragmatist study of strategic responses to regulation and competition.”

·        Core idea: Investigate how small/owner‑managed medical aesthetics firms in Hong Kong adapt their business models (revenue streams, service mix, pricing, channels, partnerships) in response to regulatory changes, reputation risks, and intense competition.scribd+1

·        Why it fits you: As a prospective owner, you need a clear, evidence‑based view of which business model levers are most effective and feasible in Hong Kong’s tightly scrutinised aesthetics market.

·        Methodological angle: Exploratory multiple‑case or single‑case study with a pragmatist orientation; data from owner interviews, public regulatory notices, and competitor website/offer analysis, synthesised into an adaptation framework and actionable recommendations for your own clinic.irp-cdn.multiscreensite+1

3) From customer value insights to business model redesign: an action‑oriented study for a start‑up aesthetics clinic

·        Working title: “Designing a customer‑value‑driven business model for a new Hong Kong medical aesthetics clinic: an exploratory, pragmatist action research project.”

·        Core idea: Combine the first two themes by first exploring what clients value, then using those insights to iteratively design and test elements of your own clinic’s business model (e.g., membership plans, bundled treatments, digital booking, aftercare packages).linkedin+1

·        Why it fits you: This is highly applied: your dissertation becomes a structured prototype for launching or refining your business, with clear “what to do next” outputs.

·        Methodological angle: Pragmatist, exploratory action research or design‑oriented study; cycles of client interviews/mini‑surveys → prototype business model tweaks → feedback, documented as a reflective, evidence‑based development process.scribd+1

4) Owner‑manager sensemaking of customer value and business model adaptation in Hong Kong medical aesthetics

·        Working title: “How owner‑managers of Hong Kong medical aesthetics clinics make sense of customer value and adapt their business models: a pragmatist, exploratory inquiry.”

·        Core idea: Focus on the decision‑making of owner‑managers: how they interpret client feedback, market signals, and regulatory constraints, and how those interpretations shape business model changes.

·        Why it fits you: As you prepare to run your own clinic, understanding the cognitive and practical processes behind successful adaptation can help you avoid common pitfalls and structure your own decision routines.

·        Methodological angle: Exploratory qualitative study under a pragmatist lens; in‑depth interviews with 8–12 owner‑managers, possibly complemented by your own reflective journal as a practitioner‑researcher, analysed to surface patterns in sensemaking and adaptation.

 

I choose research theme 3 for my dissertation project; please suggest some related research issues and public-media reported issues on this topic. Also suggest 3 academic theories (with references in Harvard reference format) to me.

Excellent choice. Theme 3 (“Designing a customer‑value‑driven business model for a new Hong Kong medical aesthetics clinic”) is both practical and researchable. Below are (1) concrete research issues you can tackle, (2) public‑media/regulatory issues in Hong Kong that make the topic salient, and (3) three academic theories you can anchor your study in, with Harvard‑style references.hkexnews+3

1) Suggested research issues (aligned with your keywords)

These are framed so they can become research questions/objectives in your proposal.irp-cdn.multiscreensite+1

·        What dimensions of customer value matter most?
Which value attributes (e.g., safety/clinical credibility, visible results, trust in practitioner, price fairness, convenience, aftercare, privacy) drive satisfaction, repeat purchase, and referrals for Hong Kong medical aesthetics clients?consumer.org

·        How do customer value insights translate into business model choices?
How do specific value insights (e.g., “clients fear hidden upsells” or “aftercare is decisive”) lead to concrete adaptations in revenue models (membership vs pay‑per‑treatment), service bundles, pricing transparency, channel mix (walk‑in vs appointment vs tele‑consult), and partnership choices?tandfonline

·        What adaptation pathways are feasible for an owner‑managed start‑up?
Given resource constraints, which business model adaptations are most implementable and impactful for a new clinic (e.g., subscription plans, bundled treatments, digital booking, outcome guarantees, aftercare protocols), and in what sequence?pdfs.semanticscholar+1

·        How does a pragmatist, exploratory design support iterative redesign?
How can cycles of client interviews/feedback → prototype business model tweaks → re‑testing be structured as a rigorous, pragmatic research process that yields both academic insight and actionable design rules for your clinic?josephho33.blogspot+1

·        What tensions/trade‑offs arise when adapting the model?
Where do tensions appear between personalisation and privacy, between aggressive acquisition and trust, or between discounting and perceived quality—and how do successful clinics navigate them?consumer.org+1

2) Public‑media and regulatory issues in Hong Kong (why this topic matters)

These are widely reported concerns that give your study real‑world urgency and a clear problem context.hkexnews+2

·        Fragmented market and intense competition
Industry overviews note “over 300 medical aesthetic centres” in Hong Kong offering non‑surgical services, creating a crowded, price‑competitive environment where differentiation via value and trust is critical.hkexnews

·        Consumer protection concerns: aggressive selling and aftercare gaps
The Consumer Council’s work on medical beauty services highlights recurring complaints: persistent/forceful selling, service quality drops after package purchase, and inadequate aftercare—issues that directly erode perceived customer value and trust.consumer.org

·        Safety, information asymmetry, and trust deficits
Public reporting emphasises the importance of clear explanations by treatment personnel, comfortable processes, and honest selling; failures here fuel dissatisfaction and reputational risk, making value‑driven design (transparent pricing, qualified staff, robust aftercare) strategically important.consumer.org

·        Technology and service evolution pressures
Media coverage of “the future of medical aesthetics” points to evolving laser technologies and service standards, pushing clinics to adapt offerings and operating models to stay credible and competitive.hongkongbusiness

These issues map neatly onto your keywords: you can explore customer value in this trust‑sensitive context, then study business model adaptation (e.g., transparent pricing, membership/aftercare structures, staff incentives) using an exploratory, pragmatist approach.consumer.org+1

3) Three academic theories to anchor your dissertation (Harvard style)

These connect directly to customer value, service‑centric business models, and innovation/adaptation.

1.    Service‑Dominant Logic (S‑D Logic) – frames value as co‑created with customers through service ecosystems and relationships, ideal for studying how value perceptions should shape your clinic’s offerings and interactions.

·        Vargo, S.L. and Lusch, R.F. (2008) ‘Service-dominant logic as a foundation for a general theory’, in Lusch, R.F. and Vargo, S.L. (eds) The service-dominant logic of marketing: Dialog, debate, and directions. Armonk, NY: M.E. Sharpe, pp. 40–65.scirp+1

2.    Business Model Innovation (BMI) framework (value creation–value proposition–value capture) – gives you a structured lens to design and analyse adaptations: how you create value (capabilities/processes), what you offer (proposition/channels/relationships), and how you capture value (pricing/revenue/cost).onlinelibrary.wiley+1

·        Clauss, T. (2017) ‘Measuring business model innovation: conceptualization, scale development, and proof of application’, R&D Management, 47(3), pp. 385–403.tandfonline

3.    Dynamic Capabilities – explains how firms sense opportunities/threats, seize them through reconfiguration, and transform resources; highly relevant for an owner‑manager iteratively adapting the clinic’s model based on customer insights and market signals.journals.sagepub+1

·        Teece, D.J., Pisano, G. and Shuen, A. (1997) ‘Dynamic capabilities and strategic management’, Strategic Management Journal, 18(7), pp. 509–533.

 

I intend to employ the mixed methods research approach and make use of a questionnaire survey and a focus group as my primary research methods. Could you come up with a dissertation proposal with project title, 4 research objectives, 3 research questions, a brief research methodology, as well as some comments on the originality, academic and practical values of this 4-month part-time MBA project?

 

Proposed MBA Dissertation Proposal (4‑month, part‑time)

Project title

Designing a customer‑value‑driven business model for a new medical aesthetics clinic in Hong Kong: an exploratory, pragmatist mixed‑methods study.irp-cdn.multiscreensite+1

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Research objectives (4)

1.    Identify and prioritise the dimensions of customer value that matter most to Hong Kong medical aesthetics clients (e.g., safety/clinical credibility, visible results, trust, price fairness, convenience, aftercare, privacy).consumer.org

2.    Map how these value dimensions translate into concrete business model design choices for an owner‑managed start‑up clinic (e.g., membership vs pay‑per‑treatment, service bundles, pricing transparency, channel mix, aftercare protocols).tandfonline

3.    Develop and iteratively refine a prototype business model for a new Hong Kong medical aesthetics clinic, using customer value insights and feedback cycles.irp-cdn.multiscreensite+1

4.    Formulate actionable, evidence‑based recommendations for launching and adapting the clinic’s business model in Hong Kong’s competitive and regulation‑sensitive market.hkexnews+1

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Research questions (3)

• RQ1: What are the most salient dimensions of customer value for clients of medical aesthetics services in Hong Kong, and how do these vary by client segment (e.g., age, treatment type, prior experience)?consumer.org
• RQ2: How do specific customer value insights lead to adaptations in key business model components (value proposition, revenue model, channels, relationships, key activities/resources) for a new clinic?onlinelibrary.wiley+1
• RQ3: What feasible adaptation pathway (sequence of business model changes) can an owner‑manager follow to design and launch a customer‑value‑driven medical aesthetics clinic in Hong Kong?pdfs.semanticscholar+1

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Brief research methodology (mixed methods, pragmatist, exploratory)

• Philosophical stance: Pragmatism – treating “customer value” and “business model adaptation” as practical problems to be solved through what works in context, justifying mixed methods and iterative design.josephho33.blogspot+1
• Design: Exploratory sequential mixed methods:
• Phase 1 – Questionnaire survey (quantitative):
• Target: ~150–250 respondents who have used or considered medical aesthetics services in Hong Kong (recruited via social media, clinic networks, personal contacts).
• Instrument: Likert‑scale items measuring value dimensions (adapted from S‑D logic/value literature), perceived trust/safety, price fairness, aftercare importance, and behavioural intentions (repeat purchase, referral).
• Analysis: Descriptive statistics, factor analysis (to identify value dimensions), and regression/PLS‑SEM‑style analysis (if scope allows) to test which value dimensions most strongly predict satisfaction/loyalty.scribd+1
• Phase 2 – Focus group (qualitative):
• Participants: 6–10 purposively selected survey respondents (mix of segments) plus 2–3 industry practitioners (e.g., clinic manager, senior aesthetician).
• Focus: Deep dive into how value perceptions shape service expectations; co‑design discussion of business model elements (pricing models, membership, bundles, aftercare, digital booking, transparency).
• Analysis: Thematic analysis to surface patterns, tensions, and concrete design ideas for the prototype business model.scribd+1
• Integration: Use survey results to identify which value dimensions matter most; use focus group findings to interpret why and to co‑create specific business model features. Synthesize into a prototype business model canvas and an adaptation roadmap.onlinelibrary.wiley+1
• Ethics: Informed consent, anonymity, voluntary participation, secure data storage; special sensitivity given the personal nature of aesthetics treatments.scribd

(Timeframe suggestion, 4 months: Month 1 – literature review, instrument design, ethics; Month 2 – survey deployment and analysis; Month 3 – focus group and integration; Month 4 – prototype development, write‑up, recommendations.)irp-cdn.multiscreensite+1

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Comments on originality, academic and practical value

• Originality:
• Most BMI and customer value studies are in generic service or tech contexts; applying them to Hong Kong’s medical aesthetics sector—especially from an owner‑manager, start‑up perspective—offers a contextually novel contribution.hkexnews+1
• Combining a pragmatist, exploratory stance with mixed methods to design (not just describe) a business model moves beyond typical descriptive MBA projects toward action‑oriented, design‑informed research.josephho33.blogspot+1
• Academic value:
• Extends service‑dominant logic and business model innovation literature by showing how value perceptions concretely shape business model components in a trust‑sensitive, regulated service setting.onlinelibrary.wiley+1
• Demonstrates a replicable mixed‑methods, pragmatist approach for small‑firm BMI in other professional service contexts (e.g., dental aesthetics, wellness clinics).irp-cdn.multiscreensite+1
• Practical value:
• Produces a ready‑to‑use prototype business model and adaptation roadmap tailored to Hong Kong, directly supporting your plan to launch/manage your own clinic.consumer.org+1
• Addresses real market pain points (aggressive selling, aftercare gaps, trust deficits) by grounding business model choices in empirically identified customer value drivers, thereby improving differentiation and long‑term viability.

A collection of blog notes on using chatgpt for research purpose.

Brainstorming with Generative AI to come up with an MBA dissertation proposal: on luxury jewelry

Brainstorming with Generative AI to come up with an MBA dissertation proposal: on luxury jewelry

 

As a part-time MBA student learning to do a dissertation project, I am interested in the crude research theme of "Hong Kong consumer buying behavior of luxury jewelry". In addition, I would like to include the following key words for my dissertation proposal formulation: pragmatism, exploratory research, psychology of luck and auspicious symbolism, consumer value perceptions, in-store experience". Could you suggest 4 concrete research themes for me to consider based on these ideas and preference of mine?

 

Based on your interests in Hong Kong luxury jewelry consumption, and your methodological preferences (pragmatism, exploratory design, psychology of luck/auspicious symbolism, consumer value perceptions, and in-store experience), here are four concrete, MBA-dissertation-ready research themes you could consider.

1) Auspicious symbolism and perceived value: an exploratory study of Hong Kong luxury jewelry buyers

Focus: How beliefs in luck and auspicious symbolism shape consumer value perceptions and purchase intentions for luxury jewelry in Hong Kong.

Possible title:
“‘Lucky’ jade, ‘auspicious’ gold: an exploratory study of how beliefs in luck and symbolic meaning influence Hong Kong consumers’ value perceptions of luxury jewelry.”

Core elements:

• Philosophical stance: Pragmatism – you can combine qualitative insights (e.g., interviews) with short surveys if useful, focusing on “what works” to explain behavior.irp-cdn.multiscreensite
• Approach: Exploratory, largely qualitative (e.g., semi-structured interviews with 15–25 Hong Kong luxury jewelry buyers; possibly some mini case studies of specific product lines such as jade, gold, or zodiac-themed pieces).
• Key constructs:
• Psychology of luck and auspicious symbolism (e.g., beliefs about fortune, feng shui, zodiac, numbers, colors).
• Consumer value perceptions (functional, emotional, social, symbolic value).
• Purchase intention / willingness to pay a premium for “lucky” or “auspicious” designs.
• Sample research questions:

1.    How do Hong Kong consumers interpret luck and auspicious symbolism in luxury jewelry?

2.    In what ways do these beliefs influence their perceived value of different jewelry types (e.g., jade vs diamonds vs gold)?

3.    How do auspicious meanings interact with brand prestige in shaping purchase decisions?

Why it fits you: It directly centers your keywords, is culturally specific to Hong Kong/Chinese contexts, and is very suitable for an exploratory, pragmatist MBA dissertation. Similar work on luxury consumption in China shows the importance of cultural and symbolic factors, supporting the relevance of this angle.theses.lib.polyu.edu

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2) In-store rituals, symbolic cues, and the co-creation of value in Hong Kong luxury jewelry boutiques

Focus: How in-store experiences (including rituals, staff interactions, and symbolic/auspicious cues) shape consumer value perceptions and emotional attachment to luxury jewelry brands.

Possible title:
“From display to destiny: an exploratory study of in-store experience and auspicious symbolism in Hong Kong luxury jewelry boutiques.”

Core elements:

• Philosophical stance: Pragmatism – you can observe stores, interview customers and staff, and maybe add a short post-visit questionnaire to capture perceived value and satisfaction.
• Approach: Exploratory, qualitative with possible light quantification:
• In-depth interviews with customers after purchase or browsing.
• Observation of in-store interactions in 2–4 luxury jewelry retailers in HK (e.g., Chow Tai Fook, Luk Fook, international brands).
• Possibly short interviews with sales staff/managers about how they use symbolism (e.g., promoting “lucky” collections during festivals).
• Key constructs:
• In-store experience (ambience, service quality, storytelling, personalization).
• Use of auspicious symbols in-store (displays, promotions tied to festivals, zodiac, “lucky” materials).
• Consumer value perceptions and emotional attachment / brand loyalty.
• Sample research questions:

1.    What elements of the in-store experience do Hong Kong consumers associate with higher value in luxury jewelry shopping?

2.    How do retailers incorporate luck and auspicious symbolism into their in-store offerings and communications?

3.    How do these symbolic and experiential elements influence consumers’ perceived value and likelihood of repeat purchase?

Why it fits you: It operationalizes “in-store experience” and “consumer value perceptions” in a concrete, observable way, while still allowing you to explore the psychology of luck and symbolism in practice.

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3) Gifting, festivals, and “lucky” jewelry: an exploratory study of occasion-based luxury jewelry consumption in Hong Kong

Focus: How festival periods, gifting occasions, and beliefs in luck drive luxury jewelry purchases and shape value perceptions in Hong Kong.

Possible title:
“Gifting luck: an exploratory study of festival-driven and occasion-based luxury jewelry consumption in Hong Kong.”

Core elements:

• Philosophical stance: Pragmatism – you can combine interviews with a small survey of consumers about their gifting behavior around key dates (Chinese New Year, weddings, birthdays, anniversaries).
• Approach: Exploratory, mixed but qualitatively driven:
• Interviews with consumers who have purchased luxury jewelry as gifts in the last 1–3 years.
• Possibly a short questionnaire to identify patterns (e.g., which occasions, which types of jewelry, how important “luck” is).
• Focus on culturally salient occasions (CNY, weddings, Dragon Boat Festival, Mid-Autumn, etc.).
• Key constructs:
• Occasion type (self-purchase vs gift; wedding vs festival vs milestone birthday).
• Psychology of luck and auspicious symbolism (e.g., choosing specific designs/materials for “good fortune”).
• Consumer value perceptions (social value of gifting, emotional value, status signaling).
• Sample research questions:

1.    How do Hong Kong consumers’ beliefs in luck and auspicious symbolism influence their choice of luxury jewelry for different gifting occasions?

2.    What types of value (social, emotional, symbolic) are most salient in occasion-based luxury jewelry purchases?

3.    How do these occasion-driven patterns differ from non-occasion, self-purchase behavior?

Why it fits you: This theme gives you a clear behavioral context (gifting and festivals) that is highly relevant in Hong Kong/Chinese culture, and naturally ties in luck, symbolism, and value perceptions.

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4) Generational differences in the meaning of “lucky” luxury jewelry: an exploratory study of value perceptions in Hong Kong

Focus: How different generations (e.g., Gen Z, Millennials, Gen X, Boomers) in Hong Kong interpret auspicious symbolism in luxury jewelry and how this affects their value perceptions and purchase behavior.

Possible title:
“Old symbols, new buyers: an exploratory study of generational differences in the perceived value of ‘lucky’ luxury jewelry in Hong Kong.”

Core elements:

• Philosophical stance: Pragmatism – you can use focus groups or interviews across age cohorts, and optionally a small survey to map broad patterns.
• Approach: Exploratory, qualitative with simple cross-group comparison:
• Focus groups or interviews segmented by age (e.g., 18–25, 26–35, 36–50, 51+).
• Show participants images or examples of jewelry with different symbolic elements (jade, gold, zodiac motifs, specific numbers/colors) and discuss meanings and perceived value.
• Key constructs:
• Generational cohort (as a proxy for cultural exposure, modernity, global vs local orientation).
• Interpretation of luck and auspicious symbolism (traditional vs modern, sincere vs ironic).
• Consumer value perceptions and willingness to pay / brand preferences.
• Sample research questions:

1.    How do different generations of Hong Kong consumers interpret auspicious symbolism in luxury jewelry?

2.    In what ways do these interpretations shape their perceived value and purchase intentions?

3.    Are there clear generational patterns that luxury jewelry brands should consider in their Hong Kong marketing strategies?

Why it fits you: This adds a clear segmentation angle (generation) that is managerially useful, while keeping your core conceptual interests (luck, symbolism, value). It also aligns well with exploratory research, since you’re mapping meanings rather than testing a rigid model.

 

I choose research theme 2 for my study; please suggest some related research issues and public-media reported issues on this topic. Also suggest 3 academic theories (with references in Harvard reference format) to me.

Great choice. Theme 2 gives you a clear, managerially relevant focus while letting you explore luck/auspicious symbolism in a concrete retail context. Below are (1) research issues you could investigate, (2) public/media-reported issues in Hong Kong’s jewelry/retail sector that can motivate your problem statement, and (3) three academic theories with Harvard-style references that fit your pragmatist, exploratory design.

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1) Possible research issues for your study

These are framed as “issues” (tensions, gaps, puzzles) that can be turned into research questions later.

Conceptual / theoretical issues

• How symbolic meaning translates into perceived value in-store
  It is unclear how in-store cues (displays, staff stories, festival-themed setups) convert “luck” and “auspicious” meanings into specific value perceptions (emotional, social, symbolic, functional) for Hong Kong jewelry buyers.cityu.edu+1
• Tension between universal luxury value dimensions and local cultural meanings
  Cross-cultural work suggests that financial, functional, personal and social value dimensions are broadly similar, but their relative importance varies by culture; how “luck” and auspicious symbolism reshape these dimensions in Hong Kong jewelry contexts is under-explored.onlinelibrary.wiley
• Experience vs product: what drives value in luxury jewelry?
  Luxury consumption is increasingly described as experiential rather than purely product-driven; yet in jewelry, the product (materials, design, brand) remains central. How much of perceived value comes from in-store experience versus the physical item and its symbolic attributes is conceptually ambiguous.onlinelibrary.wiley

Managerial / practical issues

• How retailers should design “lucky” in-store experiences without appearing gimmicky
  Retailers want to leverage festivals and auspicious themes, but there is a risk that overt “luck” framing cheapens brand prestige or feels manipulative. What balance of symbolism, storytelling, and service quality works best for different customer segments?
• Staff capability to communicate auspicious meanings credibly
  Sales staff may not be trained to discuss feng shui, zodiac meanings, or festival-related symbolism in a way that feels authentic and high-end. This raises an issue of how employee knowledge and narratives shape perceived value and trust.
• Segmenting customers by their orientation to luck and symbolism
  Some buyers strongly believe in auspicious meanings; others are more skeptical or see them as fashionable motifs. Retailers lack clear guidance on how to tailor in-store experiences and communications for these different orientations.
• Measuring ROI of auspicious-themed in-store activations
  Festive displays, limited “lucky” collections, and special events cost money, but their impact on perceived value, attachment, and repeat purchase is not well understood, especially for jewelry (high-involvement, infrequent purchase).

Methodological issues (useful for your methodology chapter)

• Capturing subtle, culturally embedded meanings of “luck”
  Luck and auspiciousness are nuanced and context-dependent; standard survey scales may miss local meanings, supporting your choice of exploratory, qualitative methods under a pragmatist stance.irp-cdn.multiscreensite
• Separating brand effects from in-store experience and symbolism
  In a real boutique, brand image, product design, price, staff, and symbolic cues are intertwined. An exploratory design must carefully elicit how customers attribute value to each element.

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2) Public- and media-reported issues relevant to your topic

These can help you build a compelling “problem background” showing why this matters in Hong Kong now.

Tourism recovery and reliance on mainland luxury spending

• Hong Kong’s retail and luxury sectors have been heavily tied to mainland visitor flows; post-pandemic recovery has been uneven, with authorities and businesses actively trying to revive tourism and high-end spending.theses.lib.polyu.edu
• This creates pressure on luxury jewelry retailers to differentiate their in-store offerings and experiences to attract both local and visiting affluent consumers, making the design of meaningful in-store experiences strategically important.

Weak retail sales and pressure on luxury segments

• Recent reporting highlights soft retail sales in Hong Kong, with luxury segments under pressure amid economic uncertainty and changing consumer sentiment.theses.lib.polyu.edu
• In such conditions, retailers cannot rely solely on footfall; they must enhance perceived value and emotional connection in-store to justify high-price jewelry purchases.

Store closures and restructuring in jewelry chains

• Major Hong Kong jewelry chains have announced store closures and restructuring in response to weak demand and high operating costs, including significant closures by well-known brands such as Chow Tai Fook and others.theses.lib.polyu.edu
• These moves signal that the traditional “many stores, high visibility” model is under strain, pushing retailers to think more carefully about the quality and differentiation of the remaining in-store experience.

Shift in consumer priorities and spending patterns

• Coverage of Hong Kong’s retail outlook emphasizes that consumers are more cautious and selective, with stronger emphasis on value, experience, and brand trust rather than impulse luxury buying.theses.lib.polyu.edu
• This aligns with your focus on consumer value perceptions and suggests that in-store experiences that meaningfully connect with local cultural beliefs (e.g., luck, auspiciousness) could be a differentiator.

You can use these points to argue that: given softer sales, store rationalization, and intense competition for a smaller pool of high-intent buyers, understanding how in-store experiences and auspicious symbolism shape value perceptions is both timely and managerially critical.theses.lib.polyu.edu

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3) Three academic theories to anchor your study

Below are three theories that fit your theme and can be combined under a pragmatist, exploratory approach.

1. Servicescape / Servicescapes Theory (Bitner)

Core idea:
The physical and social environment of a service setting (layout, décor, lighting, music, staff behavior, other customers) influences customers’ cognitive, emotional, and behavioral responses. In your context, the jewelry boutique’s servicescape includes how auspicious symbols are displayed, how staff talk about luck, and how festival-themed setups shape the atmosphere.

Why it fits your study:

• Directly supports your “in-store experience” focus.
• Helps you conceptualize stimuli (symbolic displays, staff narratives, ambience) and link them to perceived value and purchase-related responses.
• Widely used in retail and luxury services research, making it easy to connect to existing literature.

Key reference (Harvard style):
Bitner, M.J. (1992) ‘Servicescapes: The Impact of Physical Surroundings on Customers and Employees’, Journal of Marketing, 56(2), pp. 57–71.

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2. S–O–R (Stimulus–Organism–Response) Framework in Retail

Core idea:
Environmental stimuli (S) affect customers’ internal states (O: cognition, emotion, arousal), which then drive behavioral responses (R: satisfaction, approach/avoidance, purchase intention, loyalty). Recent retail studies explicitly use S–O–R to model how in-store experience dimensions shape satisfaction and revisit intentions.sciencedirect+1

Why it fits your study:

• Gives you a clear structure to organize your findings:
• Stimuli: auspicious symbols, festival decorations, staff stories about luck, product presentation.
• Organism: perceived value, emotional responses (e.g., feeling “protected”, “blessed”, “special”), sense of cultural fit.
• Response: purchase intention, willingness to pay a premium, willingness to recommend, intention to return.
• Compatible with exploratory qualitative work: you can map participants’ narratives onto S–O–R components without committing to a rigid quantitative model.

Key reference (Harvard style):
Elmashhara, M.G. and Elbishbishy, E.M. (2024) ‘S–O–R based experiential framework for measuring in-store customer satisfaction in non-fuel retailing’, Journal of Retailing and Consumer Services, 77, 103629. Available at: https://www.sciencedirect.com/science/article/abs/pii/S096969892300423Xsciencedirect+1

(You can also cite the broader S–O–R tradition via Mehrabian & Russell if your supervisor prefers a classic source, but the above paper shows its current use in retail experience research.)

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3. Psychological Ownership Theory

Core idea:
Psychological ownership is the state in which individuals feel that a target (object, brand, experience) is “theirs” in a psychological sense, even before or beyond legal ownership. It is built through self-investment, intimate knowledge, and control, and it strengthens attachment, perceived value, and protective behaviors toward the object.sciencedirect+2

Why it fits your study:

• Luxury jewelry is highly self-expressive and emotionally laden; customers may develop a sense of “this piece is meant for me” or “this lucky piece is mine” during the in-store journey.
• Auspicious symbolism can intensify psychological ownership: if a piece is seen as uniquely aligned with one’s fate, zodiac, or family traditions, it becomes more “self-linked”.
• The theory helps explain why two customers facing the same product and price may differ in perceived value and attachment based on how strongly they feel psychological ownership.

Key references (Harvard style):
Pierce, J.L., Kostova, T. and Dirks, K.T. (2001) ‘Toward a Theory of Psychological Ownership in Organizations’, Academy of Management Review, 26(2), pp. 298–310.

Fuchs, C., Prandelli, E. and Schreier, M. (2010) ‘The Power of Virtual Integration: The Impact of Psychological Ownership on Customer Value Co-Creation’, Journal of Marketing, 74(6), pp. 1–18.

(You can also draw on more recent applications linking psychological ownership to luxury and fashion consumption, as discussed in current marketing literature. )sciencedirect+2

 

I intend to employ the mixed methods research approach and make use of a questionnaire survey and a focus group as my primary research methods. Could you come up with a dissertation proposal with project title, 4 research objectives, 3 research questions, a brief research methodology, as well as some comments on the originality, academic and practical values of this 4-month part-time MBA project?

Here is a concise, MBA-dissertation-ready proposal outline tailored to your chosen theme, methods, and 4‑month part‑time timeframe.

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Proposed project title

“From display to destiny: an exploratory mixed-methods study of in-store experience, auspicious symbolism, and consumer value perceptions in Hong Kong luxury jewelry retailing”

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Research background and problem statement (brief)

Hong Kong’s luxury jewelry sector faces softer retail sales, store rationalization, and heightened competition for a smaller pool of high-intent buyers, making the quality and differentiation of in-store experience strategically critical. At the same time, local consumers attach strong cultural meanings to luck and auspicious symbolism (e.g., jade, gold, zodiac motifs, festival-themed collections), which may shape how they perceive value in luxury jewelry. However, it is unclear how specific in-store cues and symbolic elements translate into distinct dimensions of consumer value (functional, emotional, social, symbolic) and subsequent purchase-related responses in Hong Kong jewelry boutiques.theses.lib.polyu.edu+2

Under a pragmatist philosophical stance, this study adopts an exploratory mixed-methods design to understand “what works” in explaining how in-store experience and auspicious symbolism influence consumer value perceptions and purchase intentions in this context.irp-cdn.multiscreensite

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Research objectives (4)

1.    To identify the key in-store experience elements (e.g., ambience, staff interaction, symbolic displays, festival-themed activations) that Hong Kong consumers associate with luxury jewelry shopping.

2.    To examine how beliefs in luck and auspicious symbolism influence consumers’ perceived value (functional, emotional, social, symbolic) of luxury jewelry in Hong Kong.

3.    To explore how in-store experience and auspicious symbolism jointly shape psychological ownership and purchase intention for luxury jewelry.

4.    To develop managerial implications for Hong Kong luxury jewelry retailers on designing in-store experiences and communications that leverage auspicious symbolism without compromising brand prestige.

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Research questions (3)

1.    RQ1: What in-store experience elements do Hong Kong consumers perceive as most influential in shaping their value perceptions of luxury jewelry?

2.    RQ2: How do beliefs in luck and auspicious symbolism affect consumers’ perceived value and psychological ownership of luxury jewelry in Hong Kong?

3.    RQ3: In what ways do in-store experience and auspicious symbolism interact to influence consumers’ purchase intention for luxury jewelry?

These questions align with your focus on in-store experience, psychology of luck, consumer value perceptions, and a pragmatist, exploratory orientation.

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Brief research methodology

Philosophical stance: Pragmatism – the study prioritizes useful, actionable insights over strict adherence to a single paradigm, justifying a mixed-methods, exploratory design.irp-cdn.multiscreensite

Overall design: Sequential exploratory mixed methods (qualitative → quantitative), adapted to a 4-month part-time MBA timeline:

• Phase 1: Focus group (qualitative)
• Purpose: Explore meanings of “luck” and auspicious symbolism, surface relevant in-store experience cues, and refine survey items to the local context.
• Sample: 6–10 participants who have purchased or seriously considered luxury jewelry in Hong Kong in the last 2–3 years; mix of ages and genders if possible.
• Procedure: 90-minute semi-structured focus group, using stimulus materials (photos of jewelry with different symbolic motifs; descriptions of boutique setups during festivals).
• Analysis: Thematic analysis to identify key themes around in-store experience, symbolism, value perceptions, and psychological ownership; use findings to refine the questionnaire.
• Phase 2: Questionnaire survey (quantitative)
• Purpose: Map patterns in how in-store experience and auspicious symbolism relate to value perceptions, psychological ownership, and purchase intention.
• Sample: ~120–200 Hong Kong residents (convenience + snowball sampling via personal networks, social media, and possibly in-mall intercepts if feasible).
• Measures (adapted scales, 5- or 7-point Likert):
• In-store experience (adapted from servicescape/retail experience literature).
• Belief in luck/auspicious symbolism (short, context-specific items).
• Consumer value perceptions (functional, emotional, social, symbolic).
• Psychological ownership (feelings that the product is “mine” / “meant for me”).
• Purchase intention / willingness to recommend.
• Analysis: Descriptive statistics, reliability (Cronbach’s alpha), correlation, and simple regression or PLS-SEM if your skills and time allow, to test directional relationships suggested by your conceptual framework (servicescape/S–O–R + psychological ownership).sciencedirect+1

Theoretical framing:

• Servicescape / S–O–R to structure in-store stimuli and their impact on internal states and responses.
• Psychological ownership to explain how symbolic and experiential cues translate into stronger attachment and purchase intention.

This design is feasible within 4 months if you keep the sample modest, use online surveys, and focus on exploratory rather than highly complex modeling.

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Originality of the project

• Contextual novelty: While luxury consumption and value perceptions are well studied, there is limited work specifically on luxury jewelry in Hong Kong that explicitly integrates luck and auspicious symbolism with in-store experience.cityu.edu+1
• Conceptual integration: Combining servicescape/S–O–R with psychological ownership in a culturally specific setting (Hong Kong’s Chinese belief systems around luck) offers a fresh lens on how symbolic meaning becomes economic value in retail.
• Methodological fit: An exploratory mixed-methods design under pragmatism is appropriate for an MBA dissertation and allows you to generate both rich qualitative insights and初步 quantitative patterns within a short timeframe.irp-cdn.multiscreensite

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Academic value

• Contributes to luxury retail and consumer behavior literature by:
• Extending servicescape and S–O–R applications to high-involvement, culturally symbolic products (luxury jewelry) in a non-Western context.sciencedirect+1
• Illustrating how cultural beliefs in luck and auspiciousness shape multi-dimensional value perceptions and psychological ownership.onlinelibrary.wiley
• Provides an empirically grounded, Hong Kong-specific case that future researchers can build on, compare with other Asian markets, or use to refine theory on symbolic luxury consumption.

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Practical (managerial) value

• Offers actionable insights for Hong Kong jewelry retailers on:
• Which in-store elements (staff narratives, symbolic displays, festival activations) most strongly enhance perceived value and purchase intention.
• How to leverage auspicious symbolism in ways that feel authentic and premium rather than gimmicky.
• How to segment or tailor experiences for customers with different orientations toward luck and symbolism.
• Helps retailers justify investment in specific in-store experience enhancements (training, displays, events) by linking them to perceived value and purchase-related outcomes, which is particularly relevant amid weak retail sales and store rationalization.theses.lib.polyu.edu

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Feasibility comments for a 4-month part-time MBA project

• Scope is manageable: One focus group + one moderately sized survey is realistic if you start recruitment early and keep the questionnaire focused.
• Data collection is practical: You can recruit focus group participants and survey respondents via personal and professional networks, alumni groups, and social media, reducing time and cost.
• Analysis is tractable: Qualitative thematic analysis plus basic quantitative analysis (descriptives, reliability, correlations, simple regressions) is achievable within typical MBA time and skill constraints.

A collection of blog notes on using chatgpt for research purpose.