Publication at Faculty of Mathematics and Physics, Faculty of Social Sciences |
2014
Abstract
This chapter describes the challenges of introducing and practicing ethnography in a business environment much different from those of the world's leading industrialized countries. It explores the extent to which ethnography is becoming a generally known and accepted practice in consumer research and corporate life in the Czech Republic.
We look at successful projects that used the ethnographic approach, and how they have changed the thinking about consumers in corporations. We also try to untangle some of the reasons ethnography remains a niche approach to solving business challenges in the Czech Republic, despite successful efforts in pioneering and publicizing it.