Mary Yoko Brannen's blog on strategic ethnography
Dr. Mary Yoko Brannen has recently had a blog post published on her work with supermarket giant, Tesco, in online journal, Ethnography Matters.
Dr. Brannen presented this work at the most recent EPIC conference (the premier international gathering on the current and future practice of ethnography in the business world).
The editor says: "One reason I love this project is because it illustrates the usefulness of ethnographic methods to one of the world’s largest retailers, showing that there are few limits to the range of organizations that it can serve. I also believe this research was key for negating a common misconception in many global companies: the flow of insight is not “one way.”
Read the blog here.