Ethnography originates from joining the two words: ethnos, which is Greek for cultural group, and graph, meaning writing. John van Maanen described ethnography as “tales of the field”. Ethnography in general is devoted to describing ways of life of humankind. Organizational ethnography is a social-scientific description of group of people interacting together for a period of time within organizations, whether formal or informal.

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Our goal was to understand the effectiveness of a company in attracting its customer targets. To do this, we have developed a model that links a company’s marketing activities to the mix of customers who buy from the company. Most marketing models simply ask how a company’s marketing activities influence the number of customers who buy the brand. We wondered how a company’s marketing activities influence the types of customers who buy the brand.
SINHA Shameek - EMLV |
- Research
- Marketing, Sales and Communication
