TAKANORI UGAI, KOUJI AOYAMA and AKIHIKO OBATA [s2If is_user_logged_in()]Download PDF[/s2If] This paper explores a way to expand business using ethnography as an industrial service or product. First, a challenge that companies are facing and trying to deal with, which is industrialization is described. In the software industry, as computer prices go down, the requirements for software development involve accurate estimates of the cost, the time and the resources involved in the process. Due to these new market demands, software development reached a level of maturity, which required a new approach to product development. Likewise, as ethnography grows into more intricate realms, there is a need for a more robust approach to ethnography application in business to help it achieve the right maturity level of industrialized processes. In this context of complexity, case studies from Fujitsu and examples from literature were used to test the Capability Maturity Model Integration (CMMI) framework to use to evaluate the practice of ethnography...