This paper was originally written as part fulfilment of a Management BA degree at the University of Lincoln, United Kingdom, 2003. It is a mini-consultancy project, analysing the Lincoln Co-op using critical and postmodern tools and theories including Boje’s (2002, 2002a) framework of metatheatre, storytelling (Boje, 2001; Gabriel, 2000; Nymark, 2000) and the notion of reflexivity (Currie, 2003; Golding and Currie, 2000; Woolgar, 1991). It stems from undergraduate work and discussions with both academics and employees of the Lincoln Co-op at the University. It is based upon personal experiences, desk-based research and ethnographic type research within Lincoln Co-operative organisation.

This paper presents a personal account of how an individualized qualitative research process attempts to understand farmers. A story of how the author interacts with and interviews farmers in order to understand how they and the narrator constructs meaning about what it is to be a farmer and the ‘parallel world’ of the farmer. Explores some methodological issues and problems about framing farmers as entrepreneurs.

In this article, we present an experiential narrative of reflexivity in qualitative empirical research. Through a dialog of three researchers on their research processes we highlight the issues of reflexivity in empirical research and show the ways by which a researcher's ontological and epistemological presumptions inform decision making throughout the research process. Generalizing from our own research experience, we call for academic discussion on the experiential knowledge researchers have on reflexivity. Sharing the experiences researchers have on reflecting the ontological and epistemological manifestations in empirical research would shorten the gap between the theoretical discussion on reflexivity and the day to day decisions an empirical researcher faces.

It is customary to promiscuously interconnect the well-established methodological conception of sociological reflexivity to multi-level metatheoretical analyses, representational tactics and strategies, self-conscious knowledge-production processes and, in general, epistemological questions and answers. However, Western reflexive thinking about culture, rationality, and scientific knowledge often tends to (somehow) reproduce the self-assured “one epistemological size fits all” standpoint of Eurocentrism, to arrogantly exclude alternative post-colonial theorizations and to implicitly ignore the irreducibility of the “ethical dimension”. The “reinvention” of this crucial dimension, within contemporary sociology and critical organizational research, entails the substantial incorporation of the “weak” performative circular reasoning as well as a new reflexive ethos and aesthetic of scientific modesty. The issue here is indeed the fruitful pluralist maximization of both ethical and cognitive possibilities. In this respect, the innovative “it could be otherwise” clause of radical intellectual inquiry remains central to our inter-disciplinary world- and self-accounts.

The article discusses various reports published within the issue including one by Iiris Aaltio on the meaning of newness in research and another by Alf Rehn on the economic nature o academic work.