Ethnographic stories for market learning
Material type: Mixed materialsPublication details: 2013Description: 1-16Subject(s): NLM classification:- 658.8
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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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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