Chapter 11: Using ethnography of communication in cross-cultural management and communication research
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The recent research trend of treating culture as practice in cross-cultural management triggered increasing interest in borrowing qualitative research methods from other fields. To contribute to this stream of research, we introduce ethnography of communication as a useful research method because it views culture as practice and interprets culture as it is happening in everyday life. Ethnography of communication goes beyond research methodology and also epistemology in nature as it takes into consideration both social praxis at the micro-level of social interactions and cognitive factors. I illustrate its application in cross-cultural management followed by implications for further research in the area of combining research methodology and epistemology.

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