Ethnographic Techniques - Essay Example

? Ethnography Task Ethnography Ethnography is very useful whenever dealing with elucidation of steps of processes not properly understood, as well as creating a rich descriptions of the experiences that people have about a given culture or society. In addition, the research in most cases is inductive as well as hypothesis generating whereby it assists the researcher to come up with standardized measures or deduce educated guesses about the reasons why and how a given process happens. Contrary to this, quantitative research methods tend to be hypothesis testing and deductive there by assisting the researcher to determine e level of truth within educated guess across a given population. Ethnography refers to a collection of qualitative methods usually utilized in social sciences. These qualitative methods in most cases focus on close observation of social interactions and practises. These methods used in ethnography enable a researcher to interpret as well as build on theories that outline the occurrence of a given social process, the reasons that underlie a given occurrence within the society (Andrew, 1988: p.45). Ethnography studies the social interactions of people within a given society, their perceptions, as well as, their behaviors in relation to particular communities, organizations, teams and groups. The roots of this study trace down to the anthropological studies of rural minute areas, usually from a very remote setting. The central aim of this policy is to determine the provision of a rich as well as holistic insight into the views and actions of people. In addition, this study also considers their nature such as the sights and sounds within their environment or the location of their residence. The collection of this information follows several outlined features about the cultures of a give society. As such, there are several policy issues outlining the ethnography tendencies within the society (Clifford, 2013). The early Greeks in their milestones of civilizations deduced the concept of ethnography, and defined it as a qualitative design of research whereby it aims at exploration of the cultural phenomena within a given society. The study report that results from this research project, field study or case report is a reflection of the knowledge as well as the systems deriving meanings within the lives of a given cultural group. As such, ethnography entails a graphical representation as well as in writing of a particular culture of a group within the society. As such, the relevant authorities come up with different policies that follow the concept of ethnocentrism (Hoey, 2013). An understanding of ethnography enables these companies to trade properly in new areas with different cultures from those of their homeland. In addition, it enables these organizations to dispel ethnocentrism from leaders or management teams of their organizations. Ethnocentrism is the tendency to overlook the cultures of other groups or factions in the society. An ethnocentric person feels that other cultures are inferior to theirs, and as such, assumes that his or her culture is the best in the society. Furthermore, he or she ends up making critical management decisions based on their culture, irrespective of the cultures surrounding the communities within which his or her organization operates. For instance, an American company operating in Kuwait appoints an ethnocentric individual to head the delegation. Kuwait has a very different culture compared to the American culture. As such, it is very wrong for a manager from the United States to impose American cultures on Kuwait nationals when operating in their home country. On the contrary, this American manager should try to operate like a native from Kuwait (Egger, 2008: p.94). The most common policies of the study of ethnocentrism occur in the investment and expansion analysis of multinational corporations. Most of these companies that expand into foreign territories foe market expansions as well as exploitation of investment opportunities have to consider all the facts basing on ethnocentrism. This begins with the difference in cultures within the societies, which they seek to invest. The company has to understand the cultures of the people living around their host investment areas, as well as, learn all the factors pertaining to their cultural practises and beliefs. This will make the company through its management to keep informed about the cultures of these societies, hence guide them in making business deals, as well as , signing off contracts with members of their new society. Consequently, ethnocentrism should not be a case of consideration while evaluating (Teresa, 1976: p.38). Disregard or ethnography in the formulation of management decisions, especially in cultures very different from those of a new company operating in a foreign state or region may lead to the eventual failure of the business. As such, the company will look like an imposter to the natives of the land, and this is not a good thing to happen especially for their business. Domestic customers will refrain from the products and services of this company hence making it so difficult for the company to make sales or develop in the new state. In addition, this rejection of the company by the natives of their land may lead to destruction of their competitive advantages that originally enabled it to expand into new markets such as this one. For example, the most common reason why multinational corporations manage to expand and create worldwide offices is that they have a reputable brand image. This brand image enables them to penetrate numerous markets in order to sell their products and services, such as the Wal-Mart stores and Tesco Corporation. These two retail outlet giants have a global presence owing to their reputable brand image. As such, the locals in the new countries where they expand to welcome and appreciate them for their good image (William, 1985: p.62). However, these companies have to consider the cultural perspectives of the locals within whom they operate their businesses. For example, the Wal-Mart stores managed to expand so fast owing to their adaption of the cultures of the communities within which they made their investments. For example, the Wal-Mart stores in China operate on a full Chinese culture despite the company being American. This begins with the types of foods served in their restaurants, to the structure of services as well as the description of their menus and recipes. They follow the culture of the Chinese people in order to blend in with them and have a proper business to customers’ relationship. This is what businesses should always do whenever they expand into new cultures and different countries. In order to blend into the lives of their customers, these companies have to adopt their cultures so that the customers feel that they are not dealing with strangers but one of their own (Andrew, 1988: p.45). Most governments raise several policy issues dealing with ethnography in order to protect their cultures as well as preserve their traditions. For example, most countries demand foreign investors to adapt completely to the business structures and policies set within the new nation that they invest in without having to import foreign practises from their homeland. Much as globalization is the common trend in modern world business operations, most countries still want to remain unique by practising their traditional cultures when undertaking business deals with foreign investors. This is to preserve and protect their brand image and traditions. For instance, when China goes to invest in the United States it does not import its Chinese business practises and modalities of conducting business to the United States. On the contrary, it has to change and abide with the American culture of conducting business as set by the American Business regulations and licensing authority (Hoey, 2013). As such, ethnographic perspectives raise several questions on the assumptions proposed in several propositions of the policy issue. This is because it is necessary for the foreign businesses operating in new countries to follow and abide with in order to bring order and sanity into business operations. For instance, the ethnography policy issue adopted by the American country affects all other foreign investors who seek to explore the fortunes from America. America is the leading market economy in the world, and as such provides a wide market for numerous goods and services produced in many parts of the country. All the new foreign investors have to disregard their old business practices and policies in order to abide with the new business policies set by their host country. This sometimes leads to a failure in the business operations of most of these foreign states owing to the fact that they have to change their mode of business operations. This transition from one mode of business perspective and cultures to another may lead to the eventual failure of the business, or its recording of dismal results in terms of productivity and profitability (Clifford, 2013). The policies developed in an ethnographic material usually affect business operations of new comers into the industry, especially that form a different region, country, or cultural dimension. As earlier mentioned, this can sometimes be very detrimental to the operations of the business, especially when the transition effects take longer than expected, or too long for the business to adapt to the new markets in which it operates. Consequently, this may lead to a drop in productivity of the company as well as sufferance from extreme competition from local and domestic operators in the business since they will gain upon them because of the local touch that they posses with their domestic customers. As for the foreign firms, they will lose customers because customers perceive them as outsiders out to steal their wealth by competing with their local industries. As such, in order to reduce this kind of opposition, the company will have to adapt new business practises in relation to that of the foreign country in which it operates , and this new cultural perspective will enable it attract and retain loyal customers, hence increase business productivity. An international business that blends into the local business operations and cultural perspectives always records significant success and profitability (Teresa, 1976: p.38). However, the policy on ethnographic tendencies on new businesses operating in a foreign country or region may take a number of alternatives in order to salvage its business practices as well as ensure that they make sales at the end of the day. Some cultures in this world are unique and special. However, maintenance of these cultures is something that most companies operating under such basis bank on as a differentiation strategy in order to attract and retain new customers, especially in a foreign state that has different rules pertaining cultural belief s and practices. For instance, the Chinese have a very traditional cultural perspective that is attractive to both consumers as well as investors from different parts of the world. As such, the Chinese businesspersons and investors can rely on this strategy to expand into new markets and create wealth, while at the same time maximize their profitability (Egger, 2008: p.94). A good example of the execution of this strategy is the importation of a particular culture from its homeland to a different host country. The Chinese have a tendency of importing their cultures to their new investment regions and countries. For instance, it is not strange to find a china town or a little china city in America or any other state where the Chinese have business interests. This china town or city operates exactly as would be in the Chinese nation, such as following the rules and traditions of the Chinese people and their cultures. This is mostly evident through the impressive architectural designs that they use in constructing their houses and business premises. As such, executives and investors in these little towns and cities outside china ride on the rich Chinese culture to sell products and services to their customers, especially those who like Chinese culture and cannot afford to travel all the way to china. Consequently, importing foreign cultures to a new culture is a good way for foreign business investors to bypass the stringent ethnographic policies that countries usually set for new investors, as well as ensure they maintain their productivity in business operations within foreign cultures (William, 1985: p.62). References Andrew, S. (1988). Marriage and Kinship in Chinese Society. Toronto: McClelland and Stewart. Clifford, J. (2013). Can You Spot The Fake Ethnography? Irregular Times, November 7, 2013. Retrieved From http://irregulartimes.com/2013/11/07/can-you-spot-the-fake-ethnography/ Egger, B. (2008). The Impact of Consumer Ethnocentrism and Consumer Cosmopolitanism on Consumption Behavior. Norderstedt: GRIN Verlag. Hoey, B. (2013). What Is Ethnography? Retrieved From http://www.brianhoey.com/General%20Site/general_defn-ethnography.htm Teresa, B. (1976). "How to Get Married When you are Poor?"Journal of Family and Marriage 9(6):23-44. William, N. (1985). "Household Formation and Subsistence Pattern." Pp. 45-67, In G.B. Johnson and S.R. Roberts (Eds.) Hunters and Gatherers. Berkeley: University Of Berkeley Press. Read More