ELIZABETH (DORI) TUNSTALL [s2If is_user_logged_in()]Download PDF[/s2If] Framed by the idea that ethnography is a trans-disciplinary praxis, this paper adopts Alan Barnard’s framework of the theory as questions, assumptions, methods, and evidence (QAME) to compare how ethnographic praxis is approached across the domains of anthropology, marketing, and design. The companies Intel, Cheskin, and IDEO serve as exemplars for each domain, respectively. Through a content analysis of academic journals and popular media, the paper explores the discursive meanings of ethnography as a “boundary object” across many domains. The paper concludes with how Barnard’s QAME framework can be used to make visible ethnography’s multiple meanings so that practitioners can improve interdisciplinary collaborations within organizations and better articulate ethnography’s value to business. [s2If !is_user_logged_in()] Sign in or create a free account to access this content and over 400 articles—the leading collection of peer-reviewed work...