FROM FIELD TO OFFICE: THE POLITICS OF CORPORATE ETHNOGRAPHY

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Abstract

Critical corporate ethnography does not stop at the field or our reports but extends into our day-to-day work in the office. Using the example of internal research conducted for next generation internet Café (Cafe) product development in the PRC, we will argue that corporate ethnographers must go beyond self-reflexive fieldwork to tackle the organizational and cultural politics of our domain expertise. In this latter context, we become conflated with “the field” and, indeed, our corporate value is equated with the veracity of our field representations. The situation becomes eminently more complex in MNCs where in-depth ethnographic research is analyzed and acted on in multinational teams and where internal cultural differences and professional disagreements parade as divergent corporate interests.

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