In business thinking, ‘core competencies’ have long been seen as the critical factor that distinguishes great from good. Great companies have strong core competencies that they constantly leverage and develop. On the other hand, companies who do not understand their own strengths and weaknesses...
This paper reflects on the evolving nature of ethnographic praxis in industry and argues that we must move beyond research and towards strategy in order to elevate our praxis, and to deliver real impact and value for our clients. Although this conversation is not new for the EPIC community, there...