Ethnography in Entrepreneurship Research : Promises, Pitfalls, and Practical Pathways

Crosina, Eliana and Mismetti, Marco and Massis, Alfredo De and Pratt, Michael G. and Williams, Trenton Alma (2025) Ethnography in Entrepreneurship Research : Promises, Pitfalls, and Practical Pathways. Entrepreneurship Theory and Practice. ISSN 1042-2587

Abstract

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.