Ethnography in Entrepreneurship Research: Promises, Pitfalls, and Practical Pathways
向创业学者介绍民族志方法，阐述其优势与挑战，并提供设计、执行和撰写民族志的实用建议，以推动创业领域的理论与方法创新。
We seek to make ethnography more intelligible and accessible to entrepreneurship scholars. We begin by defining ethnography and discussing the promises and challenges of conducting ethnographic studies in entrepreneurship. Next, we offer practical advice for entrepreneurship scholars interested in conducting ethnographic studies, including suggested standards for designing, executing, and writing ethnography. We conclude by outlining possibilities for future research, highlighting how ethnographic inquiry can facilitate theoretical and methodological contributions to the field of entrepreneurship.