This article argues that case studies conducted within an ethnographic framework always contain an element of subjectivity and emotionality given the close relationships that researchers establish with participants in the field, and that while these elements can be a source of bias, they can also be transformed into valuable sources of insight as long as they are acknowledged and examined. Through the example of a lived field experience, this paper discusses how the subjective and emotional quality of the relationship established between researcher and participant, once examined, brought a deeper level of understanding and a greater degree of objectivity to findings obtained during an ethnographic case study carried out in an entrepreneurial firm. The methodological implications of the roles played by subjectivity and emotions in this type of research are also discussed.
