A limited idea of what ethnography involves, and dominant disciplinary ideas of rigour and validity stand in the way of International Business studies engaging more deeply with ethnography. For higher managerial and scholarly relevance, we propose the use of “reflexive engagement”. Reflexive engagement involves the researcher (ethnographer), the research subjects (actors) and those reading the study report (audience) in the “ethnographic triangle”. We outline the principles of reflexive ethnographic engagement with all three sides of the ethnographic triangle. We provide ethnographers in International Business studies with concrete research and writing advice regarding the three criteria of ‘excellent’ ethnography, namely positionality, plausibility and intersubjectivity.

对民族志涉及的内容的有限认识，以及严谨性和有效性的主导学科观念，阻碍了国际商务研究更深入地参与民族志。对于更高的管理和学术相关性，我们建议使用“反思性参与”。反思性参与涉及“民族志三角”中的研究人员（民族志学者）、研究对象（演员）和阅读研究报告的人（观众）。我们概述了与民族志三角的所有三个边进行反思性民族志参与的原则。我们为国际商业研究的民族志学者提供关于“优秀”民族志的三个标准的具体研究和写作建议，即位置性、合理性和主体间性。