Minowa, Yuko; Visconti, Luca M.; Maclaran, Pauline - In: Journal of Business Research 65 (2012) 4, pp. 483-489
While multi-sited ethnography has been gaining attention increasingly in consumer studies, the presence of geographically dispersed researchers from different cultural backgrounds poses methodological questions we are not fully equipped to handle. Relying on an extensive literature review and...