Abstract
[...]conducting purposeful research in contexts such as Brazil is essential due to its size, influence and need for significant socio-economic improvements (Barnard, Cuervo-Cazurra, & Manning, 2017; Buckley, Doh, & Benischke, 2017). According to the local government, there are 13,445 active higher education courses in Management (bachelor’s) across the country, and in 2017, more than 682,555 students enrolled in Management courses (e-MEC, 2019, MEC, 2018). [...]management research in countries like Brazil can potentially add significant and real value to local society. [...]local research and teaching institutional environments that include pressure to publish in top American and European journals, not to mention business schools’ curricula heavily based on management knowledge developed in these countries. [...]a gap may exist between what one group considers methodologically unethical and what another finds acceptable and analysis and sense-making of the phenomenon studied may be context-dependent.