.... Contributing to the accounting education literature, it also showcases how qualitative methodology, in the form of an ethnographic approach that includes informal interviews, participant observation (Geertz, 1988) and narrative analysis, can be used to reflect students’ perceptions and approaches to learning...

... The paper is premised upon the qualitative methodology and case study approach, while the theoretical backing is provided by the institutional logics perspective. Findings The findings reveal that controls are exercised in the southern cinnamon industry to manage competing facets stemming from the co...