Strategic ethnography and reinvigorating Tesco Plc

Leveraging inside/ out bicultural bridging in multicultural teams

Bibliographic Data

ID5948638
AuthorsMary Yoko Brannen (University of Victoria, corresponding author), Fiona Moore (0000-0002-2870-462X, Royal Holloway University of London, corresponding author), Terry Mughan (University of Victoria, corresponding author)
Year2013
Volume2013
Issue1
Pages282-299
Publication date2013-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueEthnographic Praxis in Industry Conference Proceedings (CONFERENCE)
Journal identifiersISSN: 1559-890X • E-ISSN: 1559-8918
PublisherWiley (PUBLISHER • GB)
DOI10.1111/j.1559-8918.2013.00024.x
OpenAlexW2067035858
LanguageEN
Citations received3
References cited28

This paper focuses on a study of Tesco Plc conducted in 2011, in which we trained a multicultural team of nine Asian managers to become in-house ethnographers of Tesco UK for a 3-month period studying 52 stores in the UK with dual objectives of helping Tesco (1) to understand and evaluate the core practices that comprised the essence of Tesco's home country advantage, and (2) to identify sources of learning from Tesco's foreign subsidiaries to aid in reinvigorating its core in light of increasing competition in its home market. We believe that the strategic and training dimensions of this project constitute a new contribution to the field of organisational ethnography, particularly with regard to the use of a multinational ethnographic team of non-native speakers of English

Bridging (networking · Business · Competition (biology · Ethnography · Multiculturalism · Multinational corporation · Pedagogy · Political science · Public relations · Sociology · Subsidiary · International Business and FDI · International Student and Expatriate Challenges · Migration, Ethnicity, and Economy

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