Abstracts
Résumé
L’objectif de cet article est d’offrir à la communauté scientifique une méthode émergente pour la recherche dans les organisations, soit l’auto-ethnographie collaborative organisationnelle (ACOR). Bien que l’auto-ethnographie soit pratiquée depuis quelques dizaines d’années, sa version collaborative est plus rare et n’a été que très peu utilisée en recherche organisationnelle. L’article fait ressortir les avantages de cette méthode sur l’ethnographie et l’auto-ethnographie individuelle, particulièrement pour ce qui est de la rigueur scientifique, de l’introspection, de la rétrospection et de l’éthique. L’article présente aussi les étapes de base de l’ACOR en s’appuyant sur une étude qui a été effectuée auprès d’une équipe de vente.
Mots-clés :
- Auto-ethnographie,
- collaboration,
- organisation,
- marketing
Abstract
The objective of this article is to provide the scientific community with an emerging method for organizational research, Collaborative Organizational Autoethnography (COA). While autoethnography has been practised for several decades, the collaborative version is rarer and has not been used very much in organizational research. The article highlights the advantages of this method over ethnography and individual autoethnography, particularly with respect to scientific rigor, introspection, retrospection and ethics. The article also presents the basic steps in COA based on a study performed with a sales team.
Keywords:
- Autoethnography,
- collaboration,
- organization,
- marketing
Appendices
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