Paraehnography?!

The purpose of the study is to demonstrate the role of the ethnographic method through the context of sociocultural phenomena in business reality. The first part of the article deals with the historical study of the symbiotic connection of anthropology and ethnography in order to dissolve the tenacious misunderstanding about the field of anthropology of which objects of study allegedly belong exclusively to exotic cultures and/or marginalized groups of society. The second unit focuses on the concept of localization of the ethnographic field, particularly by drawing on Marcus’ concept of multi-sited ethnography, which is the theoretical basis of netnography, a methodological concept of virtual ethnography that is becoming gradually popular in marketing and market researches and in applied anthropological business studies as well.