research technique for providing consumer insight. “Netnography ” is ethnography adapted to the study of online communities. As a method, “netnography ” is faster, simpler, and less expensive than traditional ethnography, and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. The author provides guidelines that acknowledge the online environment, respect the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research. As an illustrative example, the author provides a netnography of an online coffee newsgroup and discusses its marketing implications.

In this article, we examine the conceptual models that help us understand the development and sustainability of scholarly and professional communication forums on the Internet, such as conferences, pre-print servers, field-wide data sets, and collaboratories. We first present and document the information processing model that is implicitly advanced in most discussions about scholarly communications -- the "Standard Model." Then we present an alternative model, a model that considers information technologies as Socio-Technical Interaction Networks (STINs). STIN models provide a richer understanding of human behavior with online scholarly communications forums. They also help to further a more complete understanding of the conditions and activities that support the sustainability of these forums within a field than does the Standard Model. We illustrate the significance of the STIN model with examples of scholarly communication forums drawn from the fields of high energy physics, molecular biology, and information systems. 3

In this article I elaborate and codify the extended case method, which deploys participant observation to locate everyday life in its extralocal and historical context. The extended case method emulates a reflexive model of science that takes as its premise the intersubjectivity of scientist and subject of study. Reflexive science valorizes intervention, process, structuration, and theory reconstruction. It is the Siamese twin of positive science that proscribes reactivity, but upholds reliability, replicability, and representativeness. Positive science, exemplified by survey research, works on the principle of the separation between scientists and the subjects they examine. Positive science is limited by “context effects ” (interview, respondent, field, and situational effects) while reflexive science is limited by “power effects ” (domination, silencing, objectification, and normalization). The article concludes by considering the implications of having two models of science rather than one, both of which are necessarily flawed. Throughout I use a study of postcolonialism to illustrate both the virtues and the shortcomings of the extended case method. Methodology can only bring us reflective understanding of the means which have demonstrated their value in practice by raising them to the level of explicit consciousness; it is no more the precondition of fruitful intellectual work than the knowledge of anatomy is the precondition of “correct ” walking. Max Weber—The Methodology of the Social Sciences True, anatomical knowledge is not usually a precondition for “correct ” walking. But when the ground beneath our feet is always shaking, we need a crutch. As social scientists we are thrown off balance by our presence in the world we study, by absorption in the society we observe, by dwelling alongside those we make “other. ” Beyond individual involvement is the broader ethnographic predicament—producing theories, concepts, and facts that destabilize the world we seek to comprehend. So, we desperately need methodology to keep us erect, while we navigate a terrain that moves and shifts even as we attempt to traverse it.

2003 I dedicate this thesis to my son, Shuntaro, who came into this world on December

Today many organizations are reliant on the knowledge and competence of individual organizational members. Information systems to support knowledge management (KM) are therefore considered to be vital tools in order to achieve competitive advantage. In this paper, we report the results from a field research study of such systems in a knowledge-intensive, fast-growing and dynamic organization. The case illustrates that evolution, which refers to the process by which organizations and their information systems change over time, needs to be managed since it can result in KM-systems failures. We characterize the mainstream KM research literature in relation to managing the risk of KMsystems failures, and outline that management of KM-systems ’ evolution is a dimension that has not been addressed so far. With these empirical and theoretical results as a basis, we argue that more attention must be given to managing the evolution of KM-systems.

Methodological fit, an implicitly valued attribute of high-quality field research in organizations, has received little attention in the management literature. Fit refers to internal consistency among elements of a research project—research question, prior work, research design, and theoretical contribution. We introduce a contingency framework that relates prior work to the design of a research project, paying particular attention to the question of when to mix qualitative and quantitative data in a single research paper. We discuss implications of the framework for educating new field researchers. To advance management theory, a growing number of scholars are engaging in field research, studying real people, real problems, and real organizations. Although the potential relevance of field research is motivating, the research journey can be messy and inefficient, fraught with logistical hurdles and unexpected events. Researchers manage complex relationships with sites, cope with constraints on sample selection and timing of data collection, and often confront mid-project changes to planned research designs. With these additional challenges, the logic of a research design and how it supports the development of a specific theoretical contribution can be obscured or altered along the way in field research. Compared to experimental studies, analyses of published data sets, or computer simulations, achieving fit between the type of data collected in and the theoretical contribution of a given field research project is a dynamic and challenging process.

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Traditional idea generation techniques based on customer input usually collect information on new product needs from a random or typical set of customers. The “lead user process ” takes a different approach. It collects information about both needs and solutions from users at the leading edges of the target market, as well as from users in other markets that face similar problems in a more extreme form. This paper reports on a natural experiment conducted within the 3M Company on the effect of the lead user idea generation process relative to more traditional methods. 3M is known for its innovation capabilities – and we find that the lead user process appears to improve upon those capabilities. Annual sales of lead user product ideas generated for the average lead user project at 3M are conservatively projected to be $146 million after 5 years- more than eight times higher than sales for the average contemporaneously-conducted “traditional ” project. Each funded lead user project created a new major product line for a 3M division. As a direct result, divisions funding lead user project ideas experienced their highest rate of major product line generation in the past 50 years.

Abstract. The pressure towards tighter or ‘‘seamless’ ’ integration of health information systems is a recurring issue with both practical and analytical relevance. It taps into a discourse in the IS literature in general and organisation and management science in particular. Unfortunately, the prevailing perception of integration in the IS literature is as a predominantly technical issue. The CSCW literature, however, is attentive to the socio-technical aspects of integration. Building on this – but supplemented with recent elaborations in science studies – we aim at exploring the unintended consequences of information systems integration. A user-led perspective implies emphasising the tailoring to local needs based on in-depth studies of the micro practices. We argue, however, that the condition for such an approach is radically undermined by politically motivated, regional changes towards integration with implicated standardisation. Enforcing order in the form of standards across multiple local settings, seemingly a prerequisite for tight integration, simultaneously produces disorder or additional work in other locations for other users. Empirically, our study is based on a large, ongoing integration effort at the University hospital of Northern Norway, specifically studying work practices and perceptions across multiple laboratories. Key words: integration, standardisation, unintended consequences, work practices 1.

In this paper we propose a theory of the cultural evolution of the firm. We apply cultural and evolutionary thinking to the questions posed by theories of the firm: What are firms and why do they exist? We argue that firms are best thought of as cultures, as social distributions of modes of thought and forms of externalization. Using the term meme to refer collectively to cultural modes of thought—ideas, beliefs, assumptions, values, interpretive schema, and know-how—we describe culture as a social phenomena, patterns of symbolic communication and behavior that are produced as members of the group enact the memes they have acquired as part of the culture. Memes spread from mind to mind as they are enacted and the resulting cultural patterns are observed and interpreted by others. The uncertainties of interpretation and the possibilities of reinterpretation and recontextualization create variation in the memes as they spread. Over time, firms evolve as a process of the selection, variation, and retention of memes. Our claim is that understanding firms in this way provides a new perspective— what we call the meme’s-eye view—on the question of why we have the firms we have and, by allowing us to shed the functionalist assumptions shared by both economics and knowledge-based theories of the firm, makes possible a genuinely descriptive, as opposed to normative, theory of why we have the firms that we have.