1 This file was downloaded from the institutional repository BI Brage - http://brage.bibsys.no/bi (Open Access) Studying innovation processes in real-time: the promises and challenges of ethnography Thomas Hoholm BI Norwegian Business School Luis Araujo Lancaster University Management School This is the authors’ final, accepted and refereed manuscript to the article published in Industrial Marketing Management, 40(2011)6: 933-939 DOI: http://dx.doi.org/10.1016/j.indmarman.2011.06.036 The publisher, Elsevier, allows the author to retain rights to “post a revised personal version of the text of the final journal article (to reflect changes made in the peer review process) on your personal or institutional website or server for scholarly purposes, incorporating the complete citation and with a link to the Digital Object Identifier (DOI) of the article”. (Publisher’s policy 2011).