A framework for a more reflexive engagement with ethnography in International Business Studies

Jasmin Mahadevan, Fiona Moore

Research output: Contribution to journalArticlepeer-review


A limited idea of what ethnography involves, and dominant disciplinary ideas of rigour and validity stand in the way of International Business studies engaging more deeply with ethnography. For higher relevance, we propose the use of “reflexive engagement”. Reflexive engagement involves the researcher (ethnographer), the research subjects (actors) and those reading the study report (audience) in the “ethnographic triangle”. We outline the principles of reflexive ethnographic engagement with all three sides of the ethnographic triangle. We provide ethnographers in International Business studies with concrete research and writing advice regarding the three criteria of ‘excellent’ ethnography, namely positionality, plausibility and intersubjectivity.
Original languageEnglish
Article number101424
JournalJournal of World Business
Issue number4
Early online date13 Feb 2023
Publication statusE-pub ahead of print - 13 Feb 2023


  • Intersubjectivity,
  • Reflexivity
  • Ethnography,
  • Anthropology,
  • Qualitative,
  • Methodology,
  • Positionality,
  • Plausibility,

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