Introduction Patricia Sunderland & Rita Denny 13
Section I: Dynamics of Tension, Forces of Change 33
Introduction Patricia Sunderland & Rita Denny 35
1 De-Anthropologizing Ethnography: A Historical Perspective on the Commodification of Ethnography as a Business Service Marietta L. Baba 43
2 Theorizing Business & Anthropology Brian Moeran 69
3 Decentering the Origin Story of Anthropology & Business: The British Experience Since 1950 Simon Roberts 83
4 Professional Anthropology & Training in France Dominique Desjeux 100
5 Living in Business Schools, Writing Consumer Culture Eric J. Arnould & Craig J. Thompson 116
6 Methodological Rebellion: Overcoming the Quantitative-Qualitative Divide Neal H. Patel 135
Section II: Boundaries Breached and Blurred 157
Introduction Patricia Sunderland & Rita Denny 159
7 Making Markets Emerge: Enumeration, “Development,” & Technology Markets Dawn Nafus 167
8 Design Ethnography, Public Policy, & Public Services: Rendering Collective Issues Doable & at Human Scale Lucy Kimbell 186
9 The Anthropologist as IT Troubleshooter on Wall Street Patricia Ensworth 202
10 Management Consulting in Times of Austerity: Sustainability & the Business-Place-Community Nexus in Italy Dipak R. Pant 223
11 Opportunity & Challenge in the Health Care Industry: Anthropological Inroads inFrance Sophie Alami 234
12 Anthropology in a Design, Engineering, & Commerce Curriculum Lisa DiCarlo, Heather McGowan, & Sarah Rottenberg 247
13 The Anthropology of Business & Administration in Japan John L. McCreery & Keiko Yamaki 266
14 Work Practice Studies as Anthropology Melissa Cefkin 284
Section III: Plying the Trade 299
Introduction Rita Denny & Patricia Sunderland 301
15 The Good Anthropologist: Questioning Ethics in the Workplace Kathi R. Kitner 309
16 The Sustaining Impact of Anthropology in Business: The “Shelf Life” of Data Martha Cotton 321
17 Notes from the Periphery: Ethnography & Business in the Czech Republic Kateřina Ailová, Jaroslav Cír, & Kateřina Sv. Gillárová 336
18 Training the Next Generation: Business Anthropology at the University of North Texas Susan Squires, Christina Wasson, & Ann Jordan 346
19 Configuring Family, Kinship, & Natural Cosmology: Branding Pet Food Maryann McCabe 362
20 Ethnography Guiding Brand Strategy: Rum & Real Blokes Nick Agafonoff, Julien Cayla, & Belinda Heath 379
21 The Life of a Cult Object Before, During, & After an Ethnographic Study: The HP 12c Financial Calculator Bernard Cova 396
22 Able to Fly: Temporality, Visibility, & The Disabled Airline Passenger Kenneth C. Erickson 412
23 Mediating Business Process Models with an Anthropological Voice: “Double-Level Language” in the Norwegian Oil Industry Vidar Hepsø 429
24 Decoding Culture: Cultural Insight & Semiotics in Britain Cato Hunt & Sam Barton 447
25 Hook to Plate Social Entrepreneurship: An Ethnographic Approach to Driving Sustainable Change in the Global Fishing Industry Jay Hasbrouck & Charley Scull 463
Section IV: the Energy of Memes 487
Introduction Rita Denny & Patricia Sunderland 489
26 A Crisis of Representation? Anthropology in the Popular Business Media Sarah J. S. Wilner 497
27 How “the User” Frames What Designers See: What Cultural Analysis Does to Change The Frame Megan Neese 521
28 Recognizing Agile Natalie Hanson 540
29 Business Anthropology in China Tian Guang 556
30 In Pursuit of Strategy: Anthropologists in Advertising Robert J. Morais 571
31 Nationalism, Identity, & Consumption Sakari Tamminen, Otto Utti, & Johannes Suikkanen 588
32 Rethinking Russian History & Identity Through Consumer Culture Lyubava Shatokhina 603
33 Brand Fortitude in Moments of Consumption Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr., Robert V. Kozinets, Albert M. Muñiz, Jr., & Stefania Borghini 619
34 Live Fieldnoting: Creating More Open Ethnography Tricia Wang 638
35 Ethnography in Digital Spaces: Ethnography of Virtual Worlds, Netnography, & Digital Ethnography Alessandro Caliandro 658
Section V: Muses for Engagement 681
Introduction Rita Denny & Patricia Sunderland 683
36 From Strategy to Equipped Serendipity: Lessons from Ezio, the Black Angel of Florence Franck Cochoy 689
37 An Anthropology of the Senses: Tracing the Future of Sensory Marketing in Brand Rituals Timothy de Waal Malefyt 704
38 Doing Anthropology, Doing Business Charles N. Darrah & Alicia Dornadic 722
39 Glimpses from the Blogosphere Sarah Teitler 737
40 Between the Idea & the Reality Falls the Shadow: A True, Semifactual Tale of Professional Despair Martin Høyem 753
41 Seduction in the Field: Meditations on Building Rapport through the Ethnographic Camera Lens Bruno Moynié 763
42 Applied Netnography: An Appropriate Appropriation? Robert V. Kozinets 775
43 Applied Cultural Analysis: Ethnography as Compositional Practice Tom O’Dell & Robert Willim 787
Index 801
About the Contributors 825
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