Ethnography in International Business

Learning from the Field

AvMary Yoko Brannen

Inbunden, Engelska, 2025

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Beskrivning

In today's globalized world, a deep understanding of how culture affects international business phenomena is critical to scholarship and practice. Yet, armed with only superficial measures of national cultural differences proliferated by easy-to-use, statistically testable, generalized classifications, scholars and practitioners find themselves stereotype rich and operationally poor where culture meets real-world international business context. "Culture" is much more complex: made up of various multifaceted and interacting spheres of influence - national, regional, institutional, organizational and functional - and enacted by individuals, many who are multicultural themselves. International business settings are therefore rife with multilevel cultural interactions as individuals with differing cultural assumptions work together in real time (often virtually) across distance and differentiated contexts. Ethnography is the most effective approach for gaining insights into such microlevel embedded cultural phenomena. This coursebook provides detailed examples of three types of ethnography especially suited to researching and building theory in today's complex cultural environments.

Produktinformation

Utgivningsdatum:2025-10-09
Mått:175 x 250 x 27 mm
Vikt:945 g
Format:Inbunden
Språk:Engelska
Antal sidor:400
Förlag:Cambridge University Press
ISBN:9781009224963

Utforska kategorier

Entreprenörskap inom Ekonomi och Ledarskap
Antropologi inom Samhälle och politik
Organisationsteori inom Ekonomi och Ledarskap

Mer om författaren

Mary Yoko Brannen is Professor Emerita at San José State University and Honorary Professor of International Business (IB) at the Copenhagen Business School. Professor Brannen is a pioneer in the use of ethnographic methods in IB research and credited with broadening the range of research methods recognized by IB scholars to embrace qualitative mixed methods studies, ethnography, semiotics, and linguistical analysis. After serving two consecutive elected terms as Deputy Editor of the Journal of International Business Studies (2011–2016), she was appointed Fellow of the Academy of International Business in 2016. She currently sits on the Advisory Boards of the Master of International Business at the Stockholm School of Economics in Sweden, the Groupe d'Études Management & Langage (GEM&L) in France, and the Center for Japanese Studies at Portland State University in the US.

Recensioner i media

'This is the most comprehensive scholarly book on ethnography in international business. Mary Yoko Brannen offers her original insights into intracultural, intercultural and strategic ethnography by drawing on her own rich multicultural background. A must-read for everyone interested in gaining an in-depth understanding of ethnography in the international business context.' Kazuhiro Asakawa, Professor, Keio University Graduate School of Business Administration, Japan

Innehållsförteckning

Introduction; Part I. Intracultural Ethnography: 1. Introduction to intracultural ethnography; 2. The focal ethnography; 3. The comparative ethnography; 4. Exercises for Part I: some tools and practice opportunities for engaging in intracultural ethnography; Part II. Transcultural Ethnography: 5. Introduction to transcultural ethnography; 6. The focal transcultural ethnography; 7. Building generalizable theory from transcultural ethnographies; 8. Exercises for Part II: some tools and practice opportunities for engaging in transcultural ethnography; Part III. Strategic Ethnography: 9. Introduction to strategic ethnography; 10. Strategic ethnography and learning from the other; 11. Exercises for Part III; Part IV. Epilogue: 11. Ethnography in international business revisited; 12. Frequently asked questions and some answers; Appendices.