1st Edition

Handbook of Anthropology in Business

Edited By Rita M Denny, Patricia L Sunderland Copyright 2014
    838 Pages
    by Routledge

    837 Pages
    by Routledge

    In recent years announcements of the birth of business anthropology have ricocheted around the globe. The first major reference work on this field, the Handbook of Anthropology in Business is a creative production of more than 60 international scholar-practitioners working in universities and corporate settings from high tech to health care. Offering broad coverage of theory and practice around the world, chapters demonstrate the vibrant tensions and innovation that emerge in intersections between anthropology and business and between corporate worlds and the lives of individual scholar-practitioners. Breaking from standard attempts to define scholarly fields as products of fixed consensus, the authors reveal an evolving mosaic of engagement and innovation, offering a paradigm for understanding anthropology in business for years to come.

    Introduction, Rita Denny and Patricia Sunderland

    Part I: Dynamics of Tension, Forces of Change

    Introduction: Patricia Sunderland and Rita Denny

    1. De-Anthropologizing Ethnography: A Historical Perspective on the Commodification of Ethnography as a Business Service, Marietta L. Baba

    2. Theorizing Business and Anthropology, Brian Moeran

    3. Decentering the Origin Story of Anthropology and Business: The British Experience since 1950 Simon Roberts

    4. Professional Anthropology and Training in France, Dominique Desjeux

    5. Living in Business Schools, Writing Consumer Culture, Eric J. Arnould and Craig J. Thompson

    6. Methodological Rebellion: Overcoming the Quantitative-Qualitative Divide, Neal H. Patel

    Part II: Boundaries Breached and Blurred

    Introduction: Patricia Sunderland and Rita Denny

    7. Making Markets Emerge: Enumeration, ‘Development’ and Technology Markets, Dawn Nafus

    8. Design Ethnography, Public Policy, and Public Services: Rendering Collective Issues Do-able and at Human Scale, Lucy Kimbell

    9. The Anthropologist as IT Troubleshooter on Wall Street, Patricia Ensworth

    10. Management Consulting in Times of Austerity in Italy, Dipak Pant

    11. Opportunity and Challenge in the Healthcare Industry: Anthropological Inroads in France, Sophie Alami

    12. Anthropology in a Design, Engineering, and Commerce Curriculum, Lisa DiCarlo, Heather McGowan, Sarah Rottenberg

    13. The Anthropology of Business and Administration in Japan, John McCreery and Keiko Yamaki

    14. Work Practice Studies as Anthropology, Melissa Cefkin

    Part III: Plying the TradeIntroduction: Rita Denny and Patricia Sunderland

    15. The Good Anthropologist: Questioning Ethics in the Workplace, Kathi Kitner

    16. The Sustaining Impact of Anthropology in Business: The "Shelf Life" of Data, Martha Cotton

    17. Notes from the Periphery: Ethnography and Business in the Czech Republic, Kate?ina Ailová, Jaroslav Cír, and Kate?ina Sv. Gillárová

    18. Training the Next Generation: Business Anthropology at the University of North Texas, Susan Squires, Christina Wasson, Ann Jordan

    19. Configuring Family, Kinship and Natural Cosmology: Branding Pet Food, Maryann McCabe

    20. Ethnography Guiding Brand Strategy: Rum and Real Blokes, Nick Agafonoff, Julien Cayla and Belinda Heath

    21. The Life of a Cult Object Before, During and After an Ethnographic Study, Barnard Cova

    22 Anthropologists for Hire: Redesigning Airline Travel, Ken Erikson

    23. Mediating Business Process Models with an Anthropological Voice: ‘Double-level Language’ in the Norwegian Oil Industry, Vidar Hepsø

    24. Decoding Culture: Cultural Insight and Semiotics in Britain, Cate Hunt and Sam Barton

    25. Hook to Plate Social Entrepreneurship, Jay Hasbrouck and Charley Scull

    Part IV: The Energy of Memes

    Introduction: Patricia Sunderland and Rita Denny

    26. A Crisis of Representation? Anthropology in the Popular Business Media, Sarah Wilner

    27. How "the User" Frames What Designers See, Megan Stanton

    28. Recognizing Agile, Natalie Hanson

    29. Business Anthropology in China, Robert Tian

    30. In Pursuit of Strategy: Anthropologists in Advertising, Robert J. Morais

    31. Nationalism, Identity, and Consumption, Sakari Tamminen, Johannes Suikkanen and Otto Utti

    32. Rethinking Russian History and Identity Through Consumer Culture, Lyubava Shatokhina

    33. Brand Fortitude in Moments of Consumption, Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr., Robert Kozinets, Albert M. Muñiz and Stefania Borghini

    34. Live Fieldnoting, Tricia Wang

    35. Ethnography in Digital Spaces, Alessandro Caliandro

    Part V: Muses for Engagement

    Introduction: Patricia Sunderland and Rita Denny

    36. From Strategy to Equipped Serendipity: Lessons from Ezio, the Black Angel of Florence, Franck Cochoy

    37. An Anthropology of the Senses: Tracing the Future of Sensory Marketing in Brand Rituals, Timothy Malefyt

    38. Doing Anthropology, Doing Business, Chuck Darrah and Alicia Dornadic

    39. Glimpses from the Blogosphere, Sarah Teitler

    40. Between the Idea and the Reality Falls the Shadow, Martin Høyem

    41. Seduction in the Field: Meditations on Rapport-building Through the Ethnographic Camera Lens, Bruno Moynié

    42. Applied Netnography: An Appropriate Appropriation? Robert V. Kozinets

    43. Applied Cultural Analysis: Ethnography as Compositional Practice, Tom O’Dell and Robert Willim


    Rita M. Denny, Patricia L. Sunderland

    "In this tour de force of scholarly contributions addressing the burgeoning field(s) at the intersection of anthropology and business, editors Denny and Sunderland provide lively, insightful, and well-crafted introductions to the book as a whole and to each of the five essay sections. This handbook is essential for graduate programs in anthropology, business, and design... Summing Up: Highly recommended.' - G. M. Herrmann, SUNY College at Cortland, in CHOICE Magazine. CHOICE Outstanding Academic Title 2015.

    'An incredible compilation of some of the brightest minds in business anthropology today' - Jure Klepic, Huffington Post

    'a groundbreaking collection of essays ' - New Books Network