Strategic ethnography 2.0: Four methods for advancing strategy process and practice research
提出四种民族志方法（自传民族志、视频民族志、比较民族志、虚拟民族志），以补充传统观察法，帮助研究者更深入理解不同情境下战略家的真实体验、战略实践的社会物质背景、跨情境比较以及组织战略工作的虚拟层面。
Although slow to enter mainstream strategy research, ethnographic methods play an important role in studies of strategy processes and practices. In this article, however, we argue that the potential of “strategic ethnography” has not yet been fully realized. In particular, we maintain that there is a need to complement conventional non-participant, observation-based ethnography with other ethnographic methods. This leads us to suggest four methods that will help advance contemporary research in strategy processes and practices: auto-ethnography which can provide a better understanding of the lived experiences of different types of strategists in different settings; video-ethnography, which allows detailed analysis of strategic practices in their sociomaterial context; comparative ethnography, which enables comparison of processes and practices in different settings, and virtual ethnography, which will further our understanding of the virtual aspects of organizational strategy work.