This article investigates the global ‘retail revolution’ through the path chosen by key people in the Norwegian trade network called Technical Supplies Partner (TSP). The story is told from the perspective of a single entrepreneur working closely together with an A-team of fiercely...

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...