A1 Journal article (refereed), original research

Opportunities for ethnographic methodologies in B2B service research

LUT Authors / Editors

Publication Details
Authors: Keränen Joona, Prior Daniel
Publisher: Emerald: 24 month embargo
Publication year: 2020
Language: English
Related Journal or Series Information: Journal of Services Marketing
ISSN: 0887-6045
JUFO-Level of this publication: 1
Open Access: Not an Open Access publication


Purpose – This papers highlights the suitability, application, and fruitful opportunities for
ethnographic methodologies in contemporary B2B service research

This paper is based on a review and conceptual analysis of
ethnographic research methodology and B2B service literatures

Findings – This
paper discusses the central features
of ethnographic research methodologies, their key differences to other
qualitative methodologies, key trends in contemporary B2B service research, and
opportunities for ethnographic research methodologies in selected priority

limitations/implications –
This paper highlights the
opportunities, unique strengths, and specific advantages of ethnographic
research methodologies to advance B2B service research and theory development

implications –
This paper encourages B2B firms to undertake ethnographic field projects
to better understand customers’ roles, experiences, and usage processes that
relate to B2B services

Originality/value –
Ethnographic research approaches have been largely
overlooked or neglected in B2B service research. This paper highlights their
potential, suggests areas for application, and, encourages B2B service
researchers to adopt ethnographic approaches to delve deeper into the social
and cultural aspects of B2B services

Last updated on 2020-22-01 at 14:24