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The purpose of this paper is to question and reflect on the spatial metaphors that inform Mats Alvesson’s (2009) conception of an organizational home in his description of at-home ethnography. (Cultural) hybridity is proposed as an alternative metaphor because the concept of hybridity can be used to highlight the complex nature of the relationships between an at-home ethnographer and the people she or he studies as they are produced during ethnographic work in an era where multiple (organizational) cultural sites are increasingly connected; where (organizational) cultural boundaries are uncertain; and where the notion of (organizational) culture itself is opaque, rather than transparent. Thus, this paper suggests that it may be more appropriate to speak of “hybrid home ethnography,” rather than “at-home ethnography.”

This paper explicates the concept of (cultural) hybridity and shows that this concept provides a useful metaphor for understanding and studying one’s own organizational home in these times of globalization where complex societies and the social collectivities of which they are composed are increasingly dispersed and mediated. Subsequently, the value of this metaphor is briefly illustrated through a hypothetical study of an academic department.

The metaphor of (cultural) hybridity reveals how studying one’s own organizational home (or homes) entails investigating a web of relationships between other organizational members, nonmembers, and oneself (the ethnographer) that are blends of diverse cultures and traditions constituted in the course of everyday communication. In addition, this metaphor shows that liminality is a key feature of this web and invites at-home ethnographers to combine first-, second-, and third-person perspectives in their fieldwork, deskwork, and textwork. Moreover, this metaphor highlights the importance of practicing “radical-reflexivity” in this kind of ethnography.

This paper provides a relational, communicative view of at-home ethnography based on a critical reflection on what it means to examine one’s own organizational home.

For social marketers to become effective change agents, evaluation is important. This paper aims to expand existing evaluation work to empirically respond to Gordon and Gurrieri’s request for a reflexive turn in social marketing using reflexive process evaluations: measuring more than “what” worked well, but also evaluating “how” and “why” success or indeed failure happened.

An online survey, adapting Dillman’s tailored design method empirically assesses 13 reflexive process hypotheses. With a response rate of 74 per cent, regression analysis was conducted to evaluate the proposed hypotheses and to identify the significant predictors of each of the reflexive process relationships under investigation.

The study empirically examines and shows support for three reflexive process evaluation constructs – relationships, knowledge and networking. Network involvement and reciprocity; two process dimension constructs do not exert any impact or predict any relationship in the conceptual framework.

This paper expands evaluation theory and practice by offering a conceptual framework for reflexive process evaluation that supports the logic to be reflexive. It shows support for three reflective process evaluation constructs – relationships, knowledge and networks. Another unique element featured in this study is the empirical assessment of Gordon and Gurrieri’s “other stakeholders”, extending evaluations beyond a traditional client focus to an interconnected assessment of researchers, clients and other stakeholders.

The purpose of this article is to demonstrate why the time is ripe for a reflexive turn in social marketing, in response to criticisms of social marketing as neo-liberal, positivist and lacking critical introspection.

The paper traces the development of three paradigms in the field, highlighting the entrenchment of a traditionalist paradigm that heretofore has stifled critical debate and reflexive practice. However, the emergence of social ecologist and critical social marketing paradigms has stimulated the imperative for a reflexive turn. Insights into reflexivity, its relevance and applicability for researchers, participants and other stakeholders in social marketing are considered.

The paper offers a conceptualisation of social marketing assemblages using the lens of actor-network theory and identifies how this can stimulate engagement and reflexive practice for researchers, participants and other stakeholders (such as non-governmental organisations and Government departments involved in delivering programmes).

The article presents relevant theoretical and practical benefits from a reflexive turn in social marketing, highlighting how this will furthermore contribute to discipline building.

This study aims to address how and why do formal key account management (KAM) programmes hinder effective KAM management, and how can the problems of formalization in KAM be overcome. Recent empirical studies have reported an unexpected negative relationship between KAM formalization and performance.

An 18-month (340 days) ethnographic investigation was undertaken in the UK-based subsidiary of a major US sports goods manufacturer. This ethnographic evidence was triangulated with 113 in-depth interviews.

This study identifies how and why managerial reflexivity allows a more effectively combining of formal and post-bureaucratic KAM practices. While formal KAM programmes provide a means to initiate, implement and control KAM, they have an unintended consequence of increasing organizational bureaucracy, which may in the long-run hinder the KAM effectiveness. Heightened reflexivity, including “wayfinding”, is identified as a means to overcome many of these challenges, allowing for reflexively combining formal with post-bureaucratic KAM practices.

The thesis of this paper starts a new line of reflexive KAM research, which draws theoretical influences from the post-bureaucratic turn in management studies.

This study seeks to increase KAM implementation success rates and long-term effectiveness of KAM by conceptualizing the new possibilities offered by reflexive KAM. This study demonstrates how reflexive skills (conceptualized as “KAM wayfinding”) can be deployed during KAM implementation and for its continual improvement. Further, the study identifies how KAM programmes can be used to train organizational learning regarding KAM. Furthermore, this study identifies how and why post-bureaucratic KAM can offer additional benefits after an organization has learned key KAM capabilities.

A new line of enquiry is identified: the reflexive-turn in KAM. This theoretical position allows us to identify existing weakness in the extant KAM literature, and to show a practical means to improve the effectiveness of KAM. This concerns, in particular, the importance of managerial reflexivity and KAM wayfinding as a means to balance the strengths and weaknesses of formal and post-bureaucratic KAM.

The purpose of this paper is to offer a more integrative and inclusive conceptualisation of reflexivity as a way of identifying, understanding and managing some of the risks associated with reflexivity's potentially solipsistic “inward turn”.

The paper draws on the authors' experience of empirical qualitative research with working carers. This experience is grounded within the traditions of interpretative phenomenology and critical epistemology.

Two reflexive risks: an unintended focus on researcher rather than participant; and process at the expense of substance are discussed and the first of these, reflexive narcissism, is associated with the recognition of biographical similarity between researcher and participant, and the second, a kind of reflexive “process‐ism”, with certain research designs involving meta‐reflection with participants on the research experience. The paper advocates the use of multiple reflexivities and an intrinsic sensibility to reflexive possibility throughout the duration of a research programme.

The paper offers an alternative model of reflexivity and some practical guidelines, which may be of value to researchers working across a range of different qualitative methodologies.

The paper makes some preliminary observations about the phenomenon of the working carer, which may be of value to organisational practitioners.

The approach to reflexivity outlined in this paper helps to clarify some of the issues and difficulties associated with the reflexive thesis, and in particular, will help less experienced qualitative researchers to avoid some common pitfalls of reflexive practice.

The purpose of this paper is to discuss the role of reflexivity in ensuring quality in the conduct of qualitative organizational and management (especially case study based) strategic performance management research. It argues the importance of research reports to include a reflexive account of the comings and goings about the circumstances that may have impacted upon the research to justify its validity. A project on UK‐regulated public utilities is used to illustrate the benefit of such an account and how it may be presented.

The paper draws on a two‐year longitudinal research project, which used longitudinal case studies to examine the impact of regulatory policy incentives on the strategic management of UK monopoly network utilities, to present a developed approach for presenting reflexive accounts in qualitative research. It focuses on the longitudinal tracer methodology that allows a close examination of detailed yet holistic operational activities, which is particularly good for strategic performance management research.

The paper suggests that the more explicit the reflexive appreciation during the conduct of the research, the better it satisfies the conditions of reliability and validity which are themselves well‐known prerequisites for ensuring quality in qualitative research.

Strategic performance management research is characterised by a need to examine closely detailed internal decision‐making processes. Such an approach is supported by the emerging activity‐based view of management, known as strategy‐as‐practice, that concerns understanding micro‐activities of the organization. The provision of a reflexive account in research reports alerts the reader to these equivocal conditions under which the findings were derived.

The paper concludes that an appreciation of the epistemological and ontological positions of the tracer methodology has an impact upon the way in which a reflexive account of organizational research should appropriately be presented. It suggests some potential issues to include in the presentation of reflexive accounts.

Researchers rarely present accounts of their awkward encounters in ethnographies. Awkwardness, however, does matter and affects the ethnographic accounts we write and our understanding of social situations. The purpose is to bring these hidden sides of organizational ethnography to the fore, to discuss the consequences of ignoring awkward encounters, and to improve our understanding of organizational realities.

This paper presents awkward ethnographic encounters in the field: encounters with evangelizing ethnic Chinese business people in Indonesia (Koning), and visiting an artist village in China (Ooi). Based on analysing their awkwardness, and in the context of a critical assessment of the reflexive turn in ethnography, the authors propose a more inclusive reflexivity. The paper ends with formulating several points supportive of reaching inclusive reflexivity.

By investigating awkward encounters, the authors show that these experiences have been left out for political (publishing culture in academia, unwritten rules of ethnography), as well as personal (feelings of failure, unwelcome self‐revelations) reasons, while there is much to discover from these encounters. Un‐paralyzing reflexivity means to include the awkward, the emotional, and admit the non‐rational aspects of our ethnographic experiences; such inclusive reflexivity is incredibly insightful.

Inclusive reflexivity not only allows room for the imperfectness of the researcher, but also enables a fuller and deeper representation of the groups and communities we aim to understand and, thus, will enhance the trustworthiness and quality of our ethnographic work.

Awkwardness is rarely acknowledged, not to mention discussed, in organizational ethnography.

This paper aims to explore how researchers in general, and field researchers in particular, might respond to systems of governance of the researchers' activity in ways that can support rather than distort the quality of the research.

We draw upon literature on serendipity to develop a framework for engaging with the positive and negative potentials of systems of governance. We ground our analysis in discussion of participation in the field comprising two parts: first, the examination of our own activities and second, the accounts of participation found in two career-autobiographical interviews with emeritus professors of management accounting from Japan.

We highlight the potential for a productive tension between two contrasting perspectives that researchers might take on governance of their activity. A contractual perspective sees the value of targets and detailed pre-planning. A reflexive perspective sees the value of exploring the unexpected and considering many alternatives. We offer a framework for considering serendipity and the conditions that facilitate serendipity to help researchers maintain a productive tension between these perspectives.

We build upon retrospective accounts of two successful individuals whose careers evolved in a specific context. The intention is not to set out what might be generally achievable in a research career, nor to propose specific lines of action or planning in relation to specific systems of governance, since these vary across countries and over time. Rather, the paper draws on these materials to illuminate the more general challenge of preparing for serendipity in a way that goes beyond simple opportunism.

We analyse how researchers' mindfulness of serendipity and the nature of contexts that facilitate serendipity can encourage a productive tension between contractual and reflexive perspectives on governance of academic activity.

With particular reference to insider/outsider qualitative research, the purpose of this paper is to present new understandings about the concepts of literacy and reflexivity, which go against the grain of technical approaches currently privileged under neo‐liberal education systems.

The paper draws on theoretical considerations and empirical data from a qualitative study in literacy education to examine the concept of researcher reflexivity. With multiple methods such as focus groups, on‐line discussions, shared literacy experiences, and researcher's reflections, the qualitative approach was appropriate to unveil thick descriptions of phenomena.

Information from the literature, theoretical framework and transcript analysis is synthesized to present an innovative way of approaching reflexivity in qualitative research, to acknowledge: theory, power, discomfort; and personal, historical, political and sociocultural influences.

Given the small number of participants involved in the case study, results are not representative of the general population.

Deepening researchers’ approaches to reflexivity can lead to cross‐disciplinary collaboration in professional fields such as teaching, engineering and nursing.

An innovative approach to reflexivity, particularly after the completion of a study, can rupture the comfortableness of qualitative researchers’ reflexive processes. A rigorous concept of reflexivity can be useful to scaffold pre‐service teachers during professional internships in schools.

This paper aims to understand what reflexivity means and explores which types of reflexivity could be applied within social marketing practice as a critical approach to overcoming failures.

This paper is a critical literature review.

The study proposes a typology for a reflexive approach to social marketing practice to overcome failures. The typology is built on self and critical reflexivity, simultaneously allowing social marketers to reflect on external and internal factors that may affect the individual's role and could negatively affect social marketing practice unless otherwise considered. The types of reflexivity discussed are not prescriptive; instead, the authors intend to provoke further discussion on an under-researched but vital area of social marketing.

The proposed typology is conceptual; an empirical investigation to gain social marketer's views would further enhance the effectiveness of the applications of the typology.

Social marketers could use the proposed typology for future practice.

This is the first study that conceptualises various types of reflexivity within social marketing practice to overcome failures.