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The purpose of this paper is to review emerging approaches to field studies of organizing that aim to avoid the problems of traditional methods and techniques.

The paper is based in pragmatist philosophy and constructionist perspective. Within this frame, the paper starts with a brief history of fieldwork methods in organization study, continues by diagnosing their shortcomings in the light of contemporary developments, and ends by reviewing promising approaches to studying contemporary organizations.

Young researchers are warned about possible risks and gains from experimenting with new methods.

The potential value of the paper is in its function of a guide for organization scholars looking for innovative approaches to their study object.

Since the late 1980s, brands have gained centre stage in marketing and in the managerial discourse. From having been a mere marker that identifies the producer or the origin of a product, the brand is today increasingly becoming the product that is consumed. For the corporation, the brand is conceptualised as the essence of the firm, its most crucial “asset”. In the literature, branding is described as a process of expressing core values through the use of persuasive stories. By questioning the conception of brands as corporately managed stories, the article aims to re‐conceptualise branding as a process of aesthetic expression, where the conventional distinctions between senders and receivers become blurred. The paper looks into how brands have become depicted in the branding literature, and thereafter discusses the narrative and pictorial modes of communication. On the basis of this, the article finally discusses how images are used and reused in the joint construction of brands, thus challenging the idea of brands as stories crafted and controlled by the corporation.

In an increasingly connected age, information technology can be argued to have become more politicized. The attempts to establish network technologies to promote the development of an information society are tokens of an increasingly vested interest that politics has in information technologies. Recognition of the entanglement of politics and technology is crucial in understanding contemporary organizational change. Instead of taking organizational stability for granted, we assume organizational change to be the norm. In this paper, we point to the many organizing efforts needed to prevent technologies from drifting away into non‐existence. We present two cases of IT ventures – one seemingly failed and one seemingly successful. Together, they illustrate the point that technological networks, as stable as they may seem, can only survive as long as they permanently fascinate actors from other techno‐economic networks and thereby attract their unconditional love, affection and commitment.

In this chapter, we explore genre-blurring writing, where fiction meets theory, following the argument that texts in management and organisation studies suffer from the ‘textbook syndrome’. The stories that we tell through textbooks not only influence, but also set boundaries for, the way understandings are developed through the eyes of the reader. Often textbooks are written in a way that lead the reader into an idealised linear understanding of an organisation – far from the problems, dilemmas and messy everyday life that managers experience. Our discussion builds on previous literature on writing differently and our own experiences of writing a textbook by involving a professional novelist. Engaging in genre-blurring writing opens up how we think not only about writing, fiction and facts but also in our role as scientists. By situating ourselves, as researchers, at the intersection of fiction and the scientific work, not only new ways of writing, but also of thinking emerge. We discuss three aspects through which fiction challenge and develop our writing and thinking, namely to write with voice, resonance and an open end. Through genre-blurring writing, we create opportunities both to learn and to engage students in learning.

The purpose of this paper is to explore the value of shadowing as a field technique.

This piece takes the form of a viewpoint.

Barbara Czarniawska describes the methodological journey that led her to the adoption of shadowing approaches in her organizational research.

This invited commentary is informed by extensive experience of using shadowing to gather data in organizational settings.

The purpose of this paper is to challenge some of the taken for granted assumptions of contemporary ethnographic practice by exploring reasons for fieldwork and the debt that is owed to those in the field.

Exploring traditional and contemporary reasons for fieldwork and comparing ostensive and performative styles of reporting organization studies.

The argument is that traditional ethnographic approaches do not fit contemporary organizing practices. In their place, a “symmetrical ethnology” is proposed.

More reflective use of labels and terms.

Better communication with practitioners.

Better dialogue with wider circles.

An important and timely critique of ethnography together with a reformulation and a number of suggestions for future practice.

The purpose of this paper is to outline a conceptual framework for the institutional preconditions for media work and how organizations establish these conditions.

The work concurs with the stream of scholars who use social theory as their starting‐point to understand and make sense of public relations as a societal phenomenon. Based on earlier empirical analysis and theoretical arguments this paper supports the notion of corporate media work as being much more complex and extensive than was earlier recognized. Vital to this is mediatization, a concept describing how media are transformed from being a mediator between institutions to becoming an institution in themselves.

The paper outlines three different ideal types of strategies of corporate media work: providing, promoting, and co‐opting, resting on different aims and functions.

Organizational media work redefines, reshapes and structures the economic, political and social positions of organizations. Therefore scholars will be helped by a more developed framework to categorize and understand corporate media work in a mediatized society.

The market system and a materialistic lifestyle have contributed to some of the environmental and social problems that currently affect the world. However, only a few consumers are willing to express ecological oriented consumption. This study aims to analyse how organic food consumers build a green identity, as well as the new expressions that arise from this identity construction.

A hermeneutical approach was adopted to address the narratives of 31 frequent consumers of organic products motivated by environmental issues. The narratives were collected through the interview method, which was further complemented by participant observation.

The following five phases of identity formation were identified: consciousness, gathering, negotiation, stabilisation and sharing. By looking at the different identity stages, it becomes visible how organic consumption and pro-environmental behaviours act as transformative practices, promoting ecological activism and fortifying a green identity.

This study extends the “processual theory of identity” by analysing how organic products help shape consumer practices and their lifestyle. Moreover, a contribution is provided on how we can build an ecological citizenship by reducing consumption and also by adopting alternative practices of consumption.