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

Eliana Crosina, Marco Mismetti, Alfredo De Massis, Michael G. Pratt, Trenton Alma Williams

Entrepreneurship Theory and Practice · 2025 · Volume 49 · Issue 6

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.

Keywords

ethnography, entrepreneurship, observations, interviews, qualitative research

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