Ethnographic Case Study (ECS): Abductive modeling of ethnography and improving the relevance in business marketing research

By extending interpretative methods to business settings, this paper formalizes a model of Ethnographic Case Study (ECS) built upon extensive literature review and abductive elaboration of two-year fieldwork on 12 Italian companies. Objectives and related contributions are twofold. First, key compulsory and complementary stages of ECS marketing research are presented for business contexts. Second, the paper envisions the quality of the knowledge generated through the ECS inquiry, and argues that the methodological peculiarities of this approach may help reduce the relevance gap affecting business research. The systematic cooperation between researchers and practitioners along the ECS phases may benefit relevance through (i) the fine tuning of reciprocal expectations, (ii) the sharing of the research experience, (iii) the multiplication of the beneficiaries of the findings granted by ECS, and (iv) the participation in the process of knowledge dissemination. In this light, the ECS model supports the convincement that methods are not only a way to theory validation but also to theory discovery.