Ethnography in International Business: Learning from the Field (Paperback) (ISBN-13: 9781009224956)

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.

Author: Mary Yoko Brannen
ISBN-10: 1009224956
ISBN-13: 9781009224956
Publisher: Cambridge University Press
Language: English
Published: 09/30/2025
Pages: 400
Format: Paperback