Handbook of Anthropology in Business

838 Pages·2015·33.708 MB·English

by  Rita M Denny, Patricia L Sunderland

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s, handbook of anthropology in business
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1 handbook of
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7 Anthropology
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. in Business
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rita denny

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patricia sunderland
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2 First published 2014 by Left Coast press, Inc.
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1 Published 2016 by Routledge
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1 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
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7 711 Third Avenue, New York, NY 10017, USA
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2 Routledge is an imprint of the Taylor & Francis Group, an informa business
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0. Copyright © 2014 Taylor & Francis
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s All rights reserved. No part of this book may be reprinted or reproduced or utilised
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in any form or by any electronic, mechanical, or other means, now known or
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r hereafter invented, including photocopying and recording, or in any information
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storage or retrieval system, without permission in writing from the publishers.
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8 Notice:
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Product or corporate names may be trademarks or registered trademarks, and
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4 are used only for identification and explanation without intent to infringe.
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1 Library of Congress Cataloging-in-Publication Data
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9 Handbook of anthropology in business / edited by Rita M. Denny, Patricia L. Sunderland.
:        pages cm
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o Includes bibliographical references and index.
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isbn 978-1-61132-171-5 (hardback) –

9; isbn 978-1-61132-768-7 (consumer eBook)
1 1. Business anthropology.
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2 I. Denny, Rita Mary Taylor, 1956- II. Sunderland, P. L. (Patricia L.)
b gn450.8.h36 2014
e 302.3›5—dc23
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2014005444

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2

7 isbn 978-1-61132-171-5 hardback
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3 This book is dedicated to:
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1 Karen Kruse Eskew,

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s Whose perspective in life is unfailing
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eli and
r Jennifer Collier Jennings,
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Without whom this book would not exist
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8 contents
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2 introduction Patricia Sunderland & Rita Denny 13
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s, section i: dynamics of tension, forces of change 33
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eli Introduction Patricia Sunderland & Rita Denny 35
Pr 1 De-Anthropologizing Ethnography: A Historical Perspective on the
, Commodification of Ethnography as a Business Service Marietta L. Baba 43
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8 2 Theorizing Business & Anthropology Brian Moeran 69
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2 3 Decentering the Origin Story of Anthropology & Business:
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5 The British Experience Since 1950 Simon Roberts 83
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3 4 Professional Anthropology & Training in France Dominique Desjeux 100
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7 5 Living in Business Schools, Writing Consumer Culture
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Eric J. Arnould & Craig J. Thompson 116

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Overcoming the Quantitative-Qualitative Divide Neal H. Patel 135
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2 section ii: boundaries breached and blurred 157

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Introduction Patricia Sunderland & Rita Denny 159
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7 Making Markets Emerge:
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2 Enumeration, “Development,” & Technology Markets Dawn Nafus 167

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0 8 Design Ethnography, Public Policy, & Public Services:
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5 Rendering Collective Issues Doable & at Human Scale Lucy Kimbell 186
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t: 9 The Anthropologist as IT Troubleshooter on Wall Street
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Patricia Ensworth 202
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. 10 Management Consulting in Times of Austerity: Sustainability &
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9 the Business-Place-Community Nexus in Italy Dipak R. Pant 223
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. 11 Opportunity & Challenge in the Health Care Industry:
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1 Anthropological Inroads in France Sophie Alami 234

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B 12 Anthropology in a Design, Engineering, & Commerce Curriculum
d Lisa DiCarlo, Heather McGowan, & Sarah Rottenberg 247
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7 13 The Anthropology of Business & Administration in Japan
2 John L. McCreery & Keiko Yamaki 266
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1 14 Work Practice Studies as Anthropology Melissa Cefkin 284
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section iii: plying the trade 299
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/ Introduction Rita Denny & Patricia Sunderland 301
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3 15 The Good Anthropologist: Questioning Ethics in the Workplace
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Kathi R. Kitner 309
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16 The Sustaining Impact of Anthropology in Business: The “Shelf Life” of Data

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s Martha Cotton 321
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eli 17 Notes from the Periphery: Ethnography & Business in the Czech Republic
Pr Kateřina Ailová, Jaroslav Cír, & Kateřina Sv. Gillárová 336

0, 18 Training the Next Generation: Business Anthropology at the University
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8 of North Texas Susan Squires, Christina Wasson, & Ann Jordan 346
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2 19 Configuring Family, Kinship, & Natural Cosmology: Branding Pet Food
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5 Maryann McCabe 362
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3 20 Ethnography Guiding Brand Strategy: Rum & Real Blokes
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8 Nick Agafonoff, Julien Cayla, & Belinda Heath 379
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21 The Life of a Cult Object Before, During, & After an Ethnographic Study:

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or The HP 12c Financial Calculator Bernard Cova 396
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22 Able to Fly: Temporality, Visibility, &
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1 The Disabled Airline Passenger Kenneth C. Erickson 412
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2 23 Mediating Business Process Models with an Anthropological Voice:

b “Double-Level Language” in the Norwegian Oil Industry Vidar Hepsø 429
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24 Decoding Culture: Cultural Insight & Semiotics in Britain
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2 Cato Hunt & Sam Barton 447

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0 25 Hook to Plate Social Entrepreneurship: An Ethnographic
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5 Approach to Driving Sustainable Change in the Global
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Fishing Industry Jay Hasbrouck & Charley Scull 463
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3 section iV: the energy of Memes 487
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8 Introduction Rita Denny & Patricia Sunderland 489
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3 26 A Crisis of Representation?
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0 Anthropology in the Popular Business Media Sarah J. S. Wilner 497
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y: 27 How “the User” Frames What Designers See:
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What Cultural Analysis Does to Change The Frame Megan Neese 521

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28 Recognizing Agile Natalie Hanson 540
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7 29 Business Anthropology in China Tian Guang 556
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4 30 In Pursuit of Strategy: Anthropologists in Advertising Robert J. Morais 571
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31 Nationalism, Identity, & Consumption
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1 Sakari Tamminen, Otto Utti, & Johannes Suikkanen 588
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9 32 Rethinking Russian History & Identity Through Consumer Culture
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4 Lyubava Shatokhina 603
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3 33 Brand Fortitude in Moments of Consumption
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0. Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr.,
1 Robert V. Kozinets, Albert M. Muñiz, Jr., & Stefania Borghini 619

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m 34 Live Fieldnoting: Creating More Open Ethnography Tricia Wang 638
eli 35 Ethnography in Digital Spaces: Ethnography of Virtual Worlds,
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P Netnography, & Digital Ethnography Alessandro Caliandro 658

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8 section V: Muses for engagement 681
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2 Introduction Rita Denny & Patricia Sunderland 683
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36 From Strategy to Equipped Serendipity:
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3 Lessons from Ezio, the Black Angel of Florence Franck Cochoy 689
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7 37 An Anthropology of the Senses: Tracing the Future of
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Sensory Marketing in Brand Rituals Timothy de Waal Malefyt 704

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Charles N. Darrah & Alicia Dornadic 722
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1 39 Glimpses from the Blogosphere Sarah Teitler 737
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40 Between the Idea & the Reality Falls the Shadow:
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e A True, Semifactual Tale of Professional Despair Martin Høyem 753
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7 41 Seduction in the Field: Meditations on Building Rapport
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through the Ethnographic Camera Lens Bruno Moynié 763
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: 42 Applied Netnography: An Appropriate Appropriation?
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1 Robert V. Kozinets 775

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At 43 Applied Cultural Analysis: Ethnography as Compositional Practice
3 Tom O’Dell & Robert Willim 787
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3. Index 801
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1 About the Contributors 825

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