FUMIKO ICHIKAWA, HIROSHI TAMURA and YOKO AKAMA We are beginning to witness a broadening of the contribution, positioning and purpose of ethnography in industry, catalysed by questioning what it can enable for communities and societies. By going beyond boundaries and disjuncture of corporate forms and viewing it within an entangled fields of economics, culture and society, this paper discuss how we become aware of what we do, and to enable others to make sense of the transformations that are occurring around them and within them, and how can we all participate in that process of being and becoming. In doing so, we question how to self-reflexively explore how we, as ethnographers, can be empowered to embark on such endeavours....