This paper argues that we should better encourage our students to represent organisational life and their experience of it. Two options are discussed, the first one of which is to consider the adoption of a reflexive posture, in which the researcher reflects both on their own behaviour and of those they meet. The second might be to adopt some form of the clinical method employed by the psychotherapist. Whatever the options that are considered we should be working to foster the creation of case studies and narrative.
|Journal||Journal of Research in Marketing and Entrepreneurship|
|Publication status||Published - 2002|