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This paper aims to explore and demonstrate how an ethnographic research approach can reveal new aspects of the dynamics of service innovation processes. In contrast to the retrospective research approach found in most service innovation research, the ethnographic approach captures the innovation process as it unfolds.

An ethnographical investigation of an incremental service innovation at a bank was conducted. The innovation activities were performed jointly by a team of bank members from various functions and external business partners. This was a formal project with a pre-specified plan, budget, and timetable.

The ethnographical approach, capitalizing on its real-time, multi-methods, longitudinal, and up-close characteristics, made it possible to capture unforeseen events and issues at the micro level. The authors suggest that such critical events determine what direction the innovation process takes. The initial intentions and plans were partly realized; new issues emerged during the innovation work and were realized, while other emergent issues were finally not realized.

The study suggests a framework that can be used to identify four categories of micro-level processes. Critical events in the micro-level processes represent potential turning points and are important foci in practice and remain issues for further research.

Managers may benefit from being open to including emergent issues and understanding the micro-level dynamics of the innovation process.

This study illustrates how the ethnographic research approach captures the dynamics of innovation processes and the potential challenges and possibilities for innovation managers. This finding suggests the need to address micro-level dynamics.

The purpose of this paper is to reflect upon the role of intervention‐oriented scientists in the process of organisation development. The paper seeks to contribute to the growing interest in design studies for organisation development and argues that a focus on reflexivity is missing in current debate. The aim of the paper to develop critical reflexiveness for organization design studies by introducing the ethnoventionist approach.

The paper discusses the ideal forms of clinical inquiry, participative action research, ethnography, and the ethnoventionist approach. The ethnoventionist approach is described by its central aspects: a focus on reflexivity, a management (but not managerialist) orientation, commitment to obtaining a deep understanding, connecting the multi‐layered context, and studying in pre‐arranged longitudinal intervals.

The ethnoventionist approach uses organisational ethnographies to facilitate intervention strategies intended to improve organisations. An example of such an approach in the design of new collaborative practices in the Dutch construction sector is drawn on.

The essence of the ethnoventionist approach is to obtain a deeper understanding of organisational change. The ethnoventionist approach helps to overcome a lack of attention to management in current ethnographic bodies of knowledge and to deepen existing management approaches to change dynamics. Ethnoventionist approaches can be very useful for intervention‐oriented studies of change processes which require high levels of engagement and which produce high‐quality ethnographic data.

This paper explores a new research approach that has not been discussed previously.

The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach.

Starting from a brief description of the different ways in which the discipline of anthropology has studied consumption, the paper turns to review how it can serve effectively to understand both the corporate as well as the consumer culture.

The role that the anthropological discipline plays in IMC strategies is presented, along with some examples of how different firms have used it.

This paper is an approach to understanding ethnography, not only as a market research methodology, but also as a corporate tool.

While netnography was established to study virtual communities from the traditional ethnography methodology, over time it has evolved and moved away from standard ethnographic practices. The modifications are especially prevalent in hospitality and tourism research because of the nature of experiential and service-based goods. This gap has created exciting new opportunities for researchers. As netnography has matured into its own methodology, it has provided the opportunity for researchers to use netnography techniques or more traditional techniques by following ethnography methodologies. This paper aims to analyze the differences between these two methodologies within hospitality and tourism literature enabling researchers to choose the methodology that is most suited for their project.

This study reviews netnographic research in hospitality and tourism and compares current uses of netnography against traditional ethnographic methodologies.

There are four major differentiating points between netnography and ethnography: online community definitions, data collection methodologies, ethics in research and data analysis techniques.

In comparing ethnography and netnography in hospitality and tourism research, this analysis provides a foundation to evaluate the best use and best practices for these two distinct qualitative methodologies in the field. The study also provides references to how other hospitality and tourism researchers have used netnography.

Ethnographic principles grounded in the foundation of anthropological doctrines are important and distinct from netnography. The ability to use the diverse tools in the qualitative methods toolbox will help hospitality and tourism researchers understand the transforming marketplace.

Dark tourism has a very long heritage. Compared to the rest of the world, dark tourism in Slovenia is very poorly developed. The theme is therefore a novelty in Slovenia as well as in the Slovenian professional and scientific literature. The purpose of this paper is to identify and describe dark stories of two small cities – Brežice and Krško – in Slovenia.

The paper brings ethnographical approach based on the in-depth literature analysis, existing documentation in museums (old newspapers articles, photographs) and fieldwork in Brežice and Krško which contained the method of unstructured interviews with four curators in The Posavje Museum Brežice, The City Museum of Krško and The National Museum of Contemporary History – Brestanica Branch as well as the method of observation with participation in a guided tour of Posavje “witches” in The City Museum of Krško and The Brežice Cemetery. The information for the research was also obtained by conducting ten unstructured interviews with the residents who live nearby “dark places” or are still connected to them.

The paper provides practical results as 14 dark stories related to the castles, wars, accidents, murders, paranormal activities and witchcraft were found. These stories could be incorporated into dark tourism.

Because of the chosen research approach, the research results may lack generalizability. The results refer to a particular area of research.

The paper includes implications for the development of a new dark tourism product on a basis of dark stories found in the research area.

The paper fulfills need to identify and study dark stories that can be integrated in dark tourism in Slovenia.

Shows how ethnographic research improves our knowledge of children by observing how they live their daily lives, contrasting this approach with qualitative research; the latter, though useful, tends to be driven by the client’s own marketing agenda and is less appropriate for new product development. Outlines the observational techniques used, both in person and remote, including brainstorming sessions and workshops following the research. Concludes that children tend to operate in groups when outside the home; that children who have grown up with reality TV tend to be less inhibited than adults when being filmed or filming themselves; and that participant observation and ethnographic offer wide research applications and point to new opportunities for clients in different areas of a child’s life.

This paper explores the role and implications of action research (AR) in collaboration and knowledge production between academia and health practices, in a project on lighting and low-vision rehabilitation.

This ethnographic inquiry has explored the methodological considerations and actions taken in a project collaboration using a framework of co-productive research approaches and the science- and technology-inspired concept of staging.

Three trajectories of inquiry, a roadmap, a theoretical model and a conceptual drawing, are shown to be important elements in the translation, operationalisation and dissemination of knowledge. Beyond creating an extended network, their trajectories reveal a fine-meshed interrelation within the project group that enables spaces for joint reflection, improvisation and resonance. The elasticity of the AR approach supports several smaller iterative processes that expand the frame of innovation and prepare for implementation across the low-vision rehabilitation community.

This research provides insights into the knowledge production of multiple ontologies and epistemologies that are relevant to both social sciences and health sciences.

The research unfolds otherwise hidden processes and implications of knowledge production.

This research enables and informs future collaborations to navigate and manage multiple complex realities.

The study provides unique perspectives of the practice of research collaboration and knowledge production that are useful for both academics and practitioners in many professional contexts.

This collection of commentaries on the reprinted 1987 article by Nancy C. Morey and Fred Luthans, “Anthropology: the forgotten behavioral science in management history”, aims to reflect on the treatment of the history of anthropological work in organizational studies presented in the original article.

The essays are invited and peer‐reviewed contributions from scholars in organizational studies and anthropology.

The scholars invited to comment on the original article have seen its value, and their contributions ground its content in contemporary issues and debates.

The original article was deemed “original” for its time (1987), anticipating as it did considerable reclamation of ethnographic methods in organizational studies in the decades that followed it. It was also deemed of value for our times and, in particular, for readers of this journal, as an historical document, but also as one view of the unsung role of anthropology in management and organizational studies.

In this paper, we responded to recent calls for the use of a greater variety of qualitative methods in the study of inter-organizational encounters, including mergers and acquisitions (M&As). The paper provided a reflection on the authors’ experiences in carrying out two studies of merger processes in the UK and Finland, one ethnographic and one combing also auto-­ethnographic methods. Contrasts between the former case of an “outsider” entering into an ethnographic study and the latter case of an auto-ethnographer with a dual role as a researcher and integration team member were highlighted. The paper offered three contributions to extant research. First, the paper extended the methodological debate in the study of M&As to the level of individual methods. Second, the paper identified the finding types that emerge when using ethnographic methods in the study of mergers. Third, the paper discussed the unique challenges posed when conducting ethnographic work investigating organizational combinations in times of mergers as opposed to ethnography in traditional, single organizational settings.

Narrative accounts of subjective consumer experience are, in one form or another, an essential of qualitative market research. Ethnographic research and ethnographic poetry have obvious connections with the literary form, yet this form has had limited application. Based on the assumption that poetry as a craft is a somewhat limited narrative in ethnographic studies and specifically in studies that attend a consumer vulnerability agenda, this paper aims to contribute to a literary-based perspective. This paper advocates for ethnographic poetry as a consideration of disseminating qualitative data for those researchers immersed in ethnographic research with diverse and vulnerable populations.

The paper draws on a range of extant literature to draw out the distinguishing features of ethnographic poetry, in which to situate ethnographic narratives of two studies of consumer vulnerability. To assist in this, scholarly discussion in the paper is interposed with a series of interludes written in the ethnographic poetic style. These interludes are intended to epitomise merits of such an interpretive research approach.

This is a research paper seeking to draw attention to, and develop a relatively neglected research approach, ethnographic poetry. Researcher reflections, drawn from two ethnographic studies, suggest some tangible consequences of this research to generate further discussion of consumer vulnerability.

The overall aim is to extend discussion of the particular qualities of ethnographic poetry that might contribute to better serve qualitative research approaches, when conducting ethnographic research.

The paper advocates a stronger focus on ethnographic poetry to liberate the imagination of researchers and readers alike to enrich and compliment the analysis of narrative forms of qualitative data drawn from an ethnographic approach.

This paper addresses the concept of ethnographic poetry, stemming from narrative-based qualitative research, which will be entirely new to many researchers and practitioners. It suggests tangible benefits that this new perception could bring to ethnographic research.