Collaborative Organizational Autoethnography (COA): When “I” Becomes “We”
The objective of this article is to provide the scientific community with an emerging method for organizational research, Collaborative Organizational Autoethnography (COA). While autoethnography has been practised for several decades, the collaborative version is rarer and has not been used very much in organizational research. The article highlights the advantages of this method over ethnography and individual autoethnography, particularly with respect to scientific rigor, introspection, retrospection and ethics. The article also presents the basic steps in COA based on a study performed with a sales team.