Khat-chewing in liminal leisure spaces: British-Somali youth on the margins

Khat-chewing, a controversial leisure activity within the Somali diaspora in Britain, has received little attention within the academic field of Leisure Studies. This paper reports on ethnographic research to provide insights into the unique locations where young British-Somali men chew khat, exposing the liminal qualities of such localities. The paper begins with an overview of the contentious position khat-chewing occupies within Somali communities in Britain, highlighting reasons why young British-Somali men hide their association with the leisure practice. The discussion that follows considers how young male khat users conceptualise spatial environments, exposing how these locations temporarily produce a dual sense of privacy and sociality. The ambiences of such temporary leisure spaces remain open to the prospect of discovery, resulting in the use of discretionary tactics to maintain a sense of secrecy. In this context, we discuss how khat-chewing offers a sense of cultural identity and belongingness while also marking young British-Somali men as outsiders – even within their own communities.     

Why Are Themed Brandstores So Powerful? Retail Brand Ideology at American Girl Place

Although there is growing interest in themed brandstores, we still know very little about the source of these retail environments’ power to affect consumers profoundly. Utilizing an ethnographic study of American Girl Place, a culturally rich and highly successful retail environment, we find that effective retailing in these contexts is an intensely ideological affair. In our participant-observation of, and on-site interviews with, consumers at American Girl Place we find that the ideology of the brand manifests powerfully through a variety of different and distinct areas within the store: the Museum, the Library, the Café, the Salon, the Theater, and the Photo Studio. Ideological expression is central to each of these places. Tracking the influence of brand ideology through consumers’ retail experiences, we theorize about the centrality of retail place in ideological branding. Although the confluence of ideology and retailing has been referenced in prior research, this paper focuses on and systematically develops the theoretical interconnection between the two. The physical immediacy of themed brandstore experience acts as a quilting point that links together related cultural concepts into a strong retail brand ideology. The implications of this theory draw our attention to ideological and morally-bound retail brand expressions, emphasize the importance of a variety of retail formats within a single store, and provide practical guidelines for retailers eager to build successful brands of their own.     

On becoming a sociomaterial researcher: Exploring epistemological practices grounded in a relational,performative ontology

What is the role of the researcher in a world that is continuously enacted and reconfigured in sociomaterial practices, a world in which subject and object, structure and agency, body and mind, knower and known, are assumed to be ontologically inseparable? In this article, I explore this question by drawing on my own experiences of reconsidering essentialist and representationalist assumptions, and becoming a sociomaterial researcher. My exploration draws on my experiences of conducting a qualitative longitudinal case study at the Swedish Migration Board. Specifically, I show what it can mean to ‘invite materiality’ into interviews, examine the conditions of possibility to become in certain ways by tracing the genealogy of practices, and engage with data relationally rather than categorically. By accounting for my experience of working through these practices, I aim to develop and articulate an understanding of what the ontological position underlying a sociomaterial approach implies for epistemology, and of how we can act (or, rather, intra-act) more creatively and responsibly as sociomaterial researchers. Moreover, I highlight differences in the kinds of knowledge that a sociomaterial approach grounded in relational and performative onto-epistemologies, as opposed to a socio-material approach, grounded in critical realism, produce about the unfolding of organizational practices—specifically, the practices unfolding in the reception area of the Swedish Migration Board. The paper contributes to the current debate on sociomaterial approaches, and in particular to the development of practices available to draw upon for researchers taking a sociomaterial approach.     

Ethnographic Accounting Research: Field Notes from the Frontier

Ethnographic fieldwork in accounting is scarce and remains a “frontier” methodology, unfamiliar to most accounting researchers. Building on our field research project on corporate accountability and stakeholder engagement, set in the Canadian Arctic, we illustrate in this article the use and explanatory power of ethnographic methods for studying social groups and individual actors in the broader accounting universe. We share our fieldwork strategies and provide a few practical tips for conducting ethnographic research in both corporate and community environments. We then argue that ethnographies provide accounting researchers with untapped opportunities to discover vast reservoirs of knowledge inaccessible to other research methods, and offer a path to humanize accounting research.     

Connecting ethnography to the business of innovation

This article presents methods to help companies build processes that emphasize consumer ethnography, customer ethnography, and commercialization planning as components for innovation within mature, well-established consumer or industrial markets. It is written for multifunctional innovation teams and senior management toward increasing the success rates of new product innovations.     

Evaluating the impact of Arnould and Wallendorf's (1994) market-oriented ethnography

This paper evaluates the significance and research impact of Arnould and Wallendorf's (1994), “Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation” (A&W). A&W provides a comprehensive theoretical aspect of market-oriented ethnography which is useful to marketing practitioners in formulating marketing strategy. A citation analysis is conducted to assess the scholarly impact of A&W. In the 13 year period (1996-2009), A&W receives 204 citations in Google Scholar and 86 citations in Scopus. In total 43 journals include citations to A&W. The findings show that the cited authors are referencing the work of A&W mainly in two aspects: (1) using an ethnographic approach as an exemplar qualitative methodology; and (2) using an etic/emic perspective to provide deeper insights in a cultural context. Evidence in this report supports the assertion that A&W is a seminal contribution to advancing alternative research methods in marketing in general that go beyond the continuing dominant logic of empirical positivism.     

Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia

Anti-Americanism and Francophobia express a consistent hostility toward the government, culture, history or people of the US and France or the Francophonie (the global community of French-speaking peoples). This study explores interactions between country-of-origin (COO) effects and animosity expressed through anti-Americanism and Francophobia through analysis of scholarly studies, several decades of articles from the general and online press in the US and France, and ethnographic fieldwork in France and the US results reveal interesting inconsistencies and variability in national expressions of consumer animosity and response to COO cues over the time of the study, underlining the need for further longitudinal study of animosity, COO effects and consumer response. Implications of findings are examined with reference to theory development, marketing practice, and public policy.