| Abstract | This article presents an autoethnography which I conducted to identify my educational values. The autoethnography was part of my doctoral work in which I theorised my professional practice as a marketing professor, according to Living Educational Theory and, as such, serves an alternative to the traditional action research of Living Educational Theory. The article begins by introducing Living Educational Theory, underlining its emphasis on educational values. It then introduces my doctoral work, explaining the rationale for autoethnography as an alternative to action research, and overviewing my living-educational-theory. The article continues by reviewing autoethnography as a research tradition. It then details the specific autobiographical and hermeneutic procedures which I employed to identify my educational values. Finally, the article presents my educational values, highlighting in particular my Contextual educational value, and demonstrating how it is evidenced in my public works.
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