Ethnography in Business
(CSU, Fresno)
Using ethnography in a business venture aides in its success. It provides feedback pertaining to product introduction, placement, and presentation. We worked with a startup company wishing to sell aftermarket products in select dealerships. Through our research, we provided an insight as to when to introduce the product. Further research can give an insight as to the placement of the product.
The use of ethnography in a business setting can promote growth by allowing the business to capitalize on sources usually overlooked. During our research, we did participant observations at various dealerships along with taking extensive ethnographic notes on the sales process and cultures of each dealership. The findings were then provided to the venture and used to model the initiation phase of the business.
Our findings did show that dealerships have their own cultures which the salespeople share and promote when dealing with a potential customer. This knowledge can help the business venture in tailoring his product to each dealership. The use of ethnographic research can prove beneficial to any venture whether it is selling a product or promoting a service.