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Ethnographic research methodologies are highly suited, but little used research strategies in business-to-business (B2B) service research. We discuss the potential of ethnographic approaches in B2B service research, and highlight potential areas for their application.
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This page is a summary of: Opportunities for ethnographic methodologies in B2B service research, Journal of Services Marketing, December 2019, Emerald,
DOI: 10.1108/jsm-04-2019-0159.
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