Abstract
This edited volume provides an interesting and thought-provoking account of different aspects of corporate ethnography addressed by a variety of authors. Editor Melissa Cefkin’s key aim ‘to identify and sharpen the questions raised by this realm of work and to advance an understanding of the role of ethnographic work in industry’ (p. 2) appears largely to have been realized, as the volume attempts to locate the anthropological position of this form of corporate research from the perspective of the authors or as Cefkin puts it, ‘“deep within” and “as active participants in” the engines of corporate and organizational life’. As a result, the volume focuses on ethnographic ‘encounters’ conducted within and importantly for the corporation.
The topic of corporate/organizational ethnography has been well documented. From Taylor’s (1911) detailed observations within Principles of Scientific Management to more recent ethnographic studies of organizations (Van Maanen, Barley, Kondo and Kunda), we have witnessed several waves of interest within this subject field. This book, therefore, appears timely considering evidence of another wave of interest in recent journal articles, from corporate ethnographic history to the difference between this form of ethnography and the ethnography of sociological peers (Cefkin, 2012; Down, 2012; Yanow, 2012). As such, this book provides a well-written and apt reflection, which ultimately attempts to address one of Cefkin’s introductory questions ‘What are we doing there?’ (p. 17).
Readers of this journal will find the volume easy to follow and digest, as each chapter provides a balance between reflective discussions of key principles (albeit mostly pro-corporate ethnography) before outlining the authors’ experiences. Many topics will be recognized by those already familiar with this research design, while novice researchers may find the authors’ insights beneficial for reflection prior to embarking on their own research project. This volume provides nine succinct chapters divided into five main themes, which guide the reader carefully through key topics. Supported by a well-written introduction, the format allows the reader to choose chapters that interest them.
The volume commences with matters relating to the ethnographers and other stakeholder’s positionality within the research setting (see Flynn), before progressing to discuss the intricacies of conducting research and the impact on knowledge production (see Darrouzet, Wild and Wilkinson; Jordan and Lambert; Nafus and Anderson). In particular, the chapter by Darrouzet et al. outlines an interesting premise of how participatory ethnography involving staff as ‘Para-ethnographers’ can aid in the researcher’s construction of knowledge. The authors’ claim that what they call ‘Water Cooler Logic’ (WCL) provides a distinct view while effectively transforming the mindsets of those conducting the research, that is, it ‘made them all better puzzlers’ (p. 87). The authors claim this process leads to information, which is constructed within a joint meaning and sense-making process where para-ethnographers speak with their peers rather than about them, therefore constructing a ‘conjoint reality’ (p. 89). This chapter sparked further reflection such as the following: what are the practicalities of delegating research to others within the process? Does this process encourage a system of ‘Chinese whispers’ to occur, diluting or distorting the research findings? And what impact does this have on the acceptance of findings by either the corporation/client in question or the wider academic community? Further discussion on these issues was not present within this volume; however, this chapter does initiate some key questions, which perhaps a further edition may wish to address.
The book continues with chapters outlining complexity and the effect of researcher interactions and then a grounded discussion of cultural understanding (see Brun-Cottan and Ortlieb). Brun-Cottan’s contribution (chapter 6), in particular, was a welcome addition as throughout the book’s initial stages, key concerns arose surrounding the lack of discussion on the impact of this form of research. By addressing competing interests and questioning ‘How do we protect the users?’ (p. 176), Brun-Cottan provides an interesting and reflective chapter relating to the impact of corporate ethnography with regard to its many stakeholders (e.g. from client to participant). This discussion, however, does not extend its scope more widely to encompass ethical issues, nor is this addressed within the following chapters. With much contemporary emphasis on not only what researchers are doing but how and with whom, it appeared the book missed an opportunity to explore these issues further by lending a complete chapter to ethical processes within the corporate ethnographic arena.
One unspecified yet frequently discussed point that runs throughout this edition is the issue of producing ‘value’ within the research context of corporate ethnography (see, for example, Flynn, chapter 2; Blomberg, chapter 8). While researchers constantly look to what ‘value’ we add within our research studies, the question of how this impacts within a corporate setting seems a key point for many authors within this volume. It is implied or explicitly stated that corporate ethnography requires more value added than sociological-based ethnography, as to satisfy the ‘client’, proof of research value should be clear. This is discussed by many authors within this book and is emphasized through the rigour and procedures of their research. However, this did pose the following question: does ethnography with a price tag need to ‘add more value’ than any other form and how would this even be assessed? No doubt many readers would question or disagree with these sentiments, stating that all ethnography should have equal value and hence should be consistent in its practice. However, this is perhaps a debate for another time.
The final two chapters of this volume were particularly informative as they expertly bring the book to a close with two reflective chapters, first, by corporate ethnographer also known as the ‘insider’ (Blomberg), and second, by academic anthropologist (Fischer) who provides personal summaries of key themes within the book. Their lively conclusions of discussions raised within this volume return us nicely to Cefkin’s initial introductory question of ‘What are we doing there?’
This volume raises some interesting points relating to corporate ethnography and has initiated further questions, which require much more assessment and reflection, for example, relating to ‘value’, ‘ethics’ and ‘positioning’. This cannot be evidenced solely in one volume. As Yanow (2012) suggests, issues relating to the use of corporate ethnography as a research method ‘will not, I fear, be remedied merely by the publication of a couple of books on issues and practices of organizational ethnography’ (p. 39). It is suggested, therefore, that this well-edited and readable volume provides a good starting point to our understanding of the intricacies of this form of ethnography while providing a basis for further debates on the subject.