Anthro in the news 9/29/14

  • Relevance of cultural anthropology to business

The Huffington Post carried an article describing how concepts in cultural anthropology apply to business models as presented in a new book, Handbook of Anthropology in Business, edited by Rita Denny and Patricia Sunderland. Denny and Sunderland are anthropologists who run a consumer research and strategic consultancy, Practica Group. Their clients include SC Johnson, Whirlpool, Nissan, Pernod Ricard, Target, PepsiCo, Samsung, and Darden Restaurants. This Handbook demonstrates the links between the commercial arena and ethnographic research and cultural analysis. The book presents findings from 60 international scholars. Sections include: Dynamics of Tension, Forces of Change: With “Big Data” coming into the forefront, what is the anthropologist’s role in sorting through, applying reason, making sense, and ultimately turning it to a productive business use?; Boundaries Breached and Blurred: Where does anthropology come into play when we are dealing in a global marketplace? Can interactions with other countries be enhanced with better cultural understandings?; Plying the Trade: Who are the anthropologists that have managed to successfully insert themselves into the business paradigm? How do they co-exist with the number crunchers and old-line sales mentalities?; and The Energy of Memes: How do ideas, products, or behaviors circulate through a culture? Is there a way to enhance the process? Continue reading “Anthro in the news 9/29/14”