Studying “Openness” with “Closeness”: A videography of Prezi’s alternative entrepreneurship

How can we study a company’s call for “openness” and ambition to create an alterna-tive form of entrepreneurship? This article introduces a videography of the Hungar-ian company Prezi, with a focus on their efforts to nurture an internal organisational culture defined by openness, as well as a desire to address the lack of corporate social engagement and openness in Hungarian society. We follow Prezi’s work with the Roma population to better understand how the company’s social value creation affects the employees, and to problematise how videography facilitates “closeness” and thereby the sharing of sensibility and co-experience of such an abstract ability as openness.