Purpose- The paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.Design/methodology/approach- A critical approach to ethnography is adopted and implemented in light of the...

Purpose – This paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social. Design/methodology/approach – A critical approach to ethnography is adopted and implemented in light of...

Purpose – The purpose of this paper is first, to explore the role of institutional theory constructs in a case of international retail divestment. Second, to examine the potential of constructed metaphors as a means of analyzing and communicating the findings of managerial research....