In this innovative volume, twelve leading scholars from corporate research labs and independent consultancies tackle the most fundamental and contentious issues in corporate ethnography. Organized in pairs of chapters in which two experts consider different sides of an important topic, these provocative encounters go beyond stale rehearsals of method and theory to explore the entanglements that practitioners wrestle with on a daily basis. The discussions are situated within the broader universe of ethnographic method and theory, as well as grounded in the practical realities of using ethnography to solve problems in the business world. The book represents important advances in the field and is ideal for students and scholars as well as for corporate practitioners and decision makers.What will consumers buy in sufficient numbers to generate profit, to leapfrog the competition, and to consolidate the brand to support future success? ... Many a innovation manualsa now emphasize the need to 84 / marijke rijsberman.
|Title||:||Advancing Ethnography in Corporate Environments|
|Publisher||:||Left Coast Press - 2012-11-01|