Flux: Creating the Conditions for Change

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To start to shape directions for new business opportunities, and to remain attentive to changing business landscapes, ethnographic practice must produce knowledge about the social world by looking at relevant shifts in social frames and then use this knowledge to shape the informed fictions that will move business climates and interests. Flux is an approach that demonstrates one way to evolve the work from its traditional focus on design and making good products to the development of new business models. This approach emerges from very specific sets of changes taking place presently in the technology sector and the desire to apply ethnography, interpretive work, theory to figure more explicitly as the central mediation between businesses and the social world.

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