Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Strategic ethnography 2.0
T2 - four methods for advancing strategy process and practice research
AU - Vesa, Mikko
AU - Vaara, Eero
PY - 2014/11
Y1 - 2014/11
N2 - Although slow to enter mainstream strategy research, ethnographic methods play an important role in studies of strategy processes and practices. In this article, however, we argue that the potential of “strategic ethnography” has not yet been fully realized. In particular, we maintain that there is a need to complement conventional non-participant, observation-based ethnography with other ethnographic methods. This leads us to suggest four methods that will help advance contemporary research in strategy processes and practices: auto-ethnography which can provide a better understanding of the lived experiences of different types of strategists in different settings; video-ethnography, which allows detailed analysis of strategic practices in their sociomaterial context; comparative ethnography, which enables comparison of processes and practices in different settings, and virtual ethnography, which will further our understanding of the virtual aspects of organizational strategy work.
AB - Although slow to enter mainstream strategy research, ethnographic methods play an important role in studies of strategy processes and practices. In this article, however, we argue that the potential of “strategic ethnography” has not yet been fully realized. In particular, we maintain that there is a need to complement conventional non-participant, observation-based ethnography with other ethnographic methods. This leads us to suggest four methods that will help advance contemporary research in strategy processes and practices: auto-ethnography which can provide a better understanding of the lived experiences of different types of strategists in different settings; video-ethnography, which allows detailed analysis of strategic practices in their sociomaterial context; comparative ethnography, which enables comparison of processes and practices in different settings, and virtual ethnography, which will further our understanding of the virtual aspects of organizational strategy work.
KW - Fieldwork
KW - qualitative methods
KW - research design
KW - strategic ethnography
KW - strategy as practice
U2 - 10.1177/1476127014554745
DO - 10.1177/1476127014554745
M3 - Journal article
VL - 12
SP - 288
EP - 298
JO - Strategic Organization
JF - Strategic Organization
SN - 1476-1270
IS - 4
ER -