Methodological aspects of the application of etnographic strategy in the context of implementing the new public governance

Purpose – In the article the authors are trying to examine the customization of issues of ethnographic strategy elements as well as rising management and administration research challenges. The aim is to demonstrate how qualitative research based on ethnographic s trategy could contribute to the application of the New Public Governance model implementation. Design/methodology/approach – The paper is based on literature analysis of public administration modernization and ethnographic strategy. The synthesis and comp arison analysis are applied to this paper. Findings – It is noted that the application of ethnographic strategy could help to identify a range of public policy issues in those segments of the society that do not fall into the public classifications and cl assification systems based on quantitative research to identify incompleteness of laws, policies and various provisions, which as a result negatively affect such factors as human rights and social justice. The application of ethnographic strategy would als o be relevant in solving problems associated with non - governmental organizations and citizens' participation in the New Public Governance model, by revealing the potential intentional dysfunctions associated with formal rather than real involvement of inte rested parties in the effectiveness of these public politics implementation, when they are not really influenced in decision - making processes. Practical implications – The application of mixed ethnographic strategy elements in the public administration st udies would provide an opportunity to improve a number of public organization processes such as organizational culture, control, motivation, management of change, assurance of responsibility, career planning, providing of public services, internal and exte rnal communication, formation of strategies and programs and decision - making as well as its implementation by obtaining direct information from the field of investigation, i.e. from organizations inside, through identifying the existing and not declarabl e (normative) overall organizations situation. Originality/Value – This paper expands ethnographic strategy to the field of public administration modernization.