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Studying innovation processes in real-time: the promises and challenges of ethnography

Hoholm, Thomas; Araujo, Luis
Journal article, Peer reviewed
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URI
http://hdl.handle.net/11250/93648
Date
2011
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Original version
http://dx.doi.org/10.1016/j.indmarman.2011.06.036
Abstract
This paper discusses the promises and challenges of innovation ethnographies. We depart from the notion that innovation processes are highly contingent, messy and non-linear and examine ways in which these processes have been studied. Our focus is on the challenges posed by the use of ethnographic methods to study innovation in-the-making. Our discussion is illustrated by an example culled from a longitudinal, real-time study of an innovation process in the food industry, inspired by actor-network theory (ANT) and its injunctions to focus on controversies and follow the actors. We conclude that although innovation ethnographies pose plenty of theoretical, methodological and practical challenges, they remain a promising and powerful method to map out the complex and tortuous paths of these processes.
Description
This is the authors’ final, accepted and refereed manuscript to the article
Publisher
Elsevier
Journal
Industrial Marketing Management

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