This article is a response to the methodological problems I experienced during fieldwork. It follows that the article is an experiment of creating alternative possibilities for thinking about ethnocentrism as a phenomenon in transformation in a contemporary, innovative, higher educational setting. Throughout the article, I argue for the acknowledgement of policy-centrism as a phenomenon that has transformed out of classic ethnocentrism. The first part provides a reflective ethnographic background, while the second part focuses on sociologist William Graham Sumner's classical work in order to disclose the constitutive principles of ethnocentrism as a phenomenon. The three following parts will, thus, discuss the transformation of the phenomenon's four overlapping principles: conceptual, political, relational and expressional. The concluding remarks problematise policy-centrism as an emerging phenomenon in the new innovation policy research context.