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.
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