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Ethnographic stories for market learning

By: Contributor(s): Material type: Mixed materialsMixed materialsPublication details: 2013Description: 1-16Subject(s): NLM classification:
  • 658.8
 In: JOURNAL OF MARKETINGMSummary: Although ethnography has become a popular research approach in many organizations, major gaps exist in the field's understanding of the way it operates in the corporate world, particularly in how ethnography facilitates market learning. drawing from extensive fieldwork in the world of commercial ethnography, the authors describe how ethnographic stories give executives a unique means of understanding market realities.
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Periodicals/Magazines Periodicals/Magazines SSCBS Library 77/4 Available P15033

Although ethnography has become a popular research approach in many organizations, major gaps exist in the field's understanding of the way it operates in the corporate world, particularly in how ethnography facilitates market learning. drawing from extensive fieldwork in the world of commercial ethnography, the authors describe how ethnographic stories give executives a unique means of understanding market realities.

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