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 Business Anthropology
Ann T. Jordan
Advances in technology open the doors for business
expansion and facilitate the creation of complex organizations. It is in this
world that anthropological techniques play a distinctive role. Business
anthropologists tap various sources of information by getting to know the people
within the organization. They take a “holistic” approach, see old realities in
new ways, and understand the value of diverse groups, doing their work in both
for-profit and nonprofit organizations. This cutting-edge text first
familiarizes readers with anthropological methods. It then presents real-world
examples of how these methods have been used in business organizations to
analyze various phenomena, including consumer behavior, marketing, product
design, organizational change, globalization, and diversity. Readers who wish to
learn about highly effective ways to guide organizations in a competitive world
will find Business Anthropology to be down-to-earth, on target, and
immeasurably valuable. $14.50 list, 138 pages 10-digit ISBN: 1-57766-213-X 13-digit ISBN: 978-1-57766-213-6 © 2003 “Jordan’s book provides a brief but thorough overview of business anthropology. I have already started to recommend it to students who are contemplating a career in applied anthropology.” — Susan Squires “It helps de-exoticize cultural anthropology, and establish the discipline’s relevance to the study of ecology, institutions, and ideology in communities closer to students’ home world.” — Hoyt S. Alverson, Dartmouth College “An excellent book—clearly written, full of useful information, and a great basic textbook for introducing business anthropology.” — Barbra Erickson, California State University, Fullerton “This book can be viewed as a breakthrough in applied anthropology. It is the first book to juxtapose, compare, and integrate the anthropological methods and theories with those of contemporary business practices and theories.” — Robert Tian, Coker College “Like Waveland’s Native Tours, this is a great book for showing students what anthropologists do other than study ‘primitives.’ It is also a good tool for encouraging them to recognize the structures in their own work environments.” — Joanna Casey, University of South Carolina “I like the huge number of examples and case studies. It’s lucid, just the right length, and seems well-organized.” — David H. Day, Monroe Community College “This timely, well-crafted book is an important, extremely well-cited contribution to the teaching and practice of applied anthropology.” — Eric Arnould, University of Nebraska, Lincoln
“Jordan’s book provides an easy-to-read and informative overview of the work that many anthropologists do. I thoroughly enjoyed reading this text and highly recommend it for those interested in business anthropology or anthropology of the workplace and marketplace.” — Elizabeth K. Briody, Anthropology of Work Review Table of Contents
Introduction Tackling Important Issues / Plan of this Book 1. A History of Anthropology in Western Organizational Life Industrial Anthropology and the Human Relations School, 1930–1960 / The Ethics Questions, 1960–1980 / The Rebirth of Business Anthropology, 1980 and Beyond 2. Techniques for Conducting Fieldwork for Business Organizations Qualitative Methods 3. Seeing Cultural Groupings Using the Anthropological Construct Culture to Understand Human Behavior / Interaction of Diverse Cultures 4. Ethical Concerns Thinking Through the Ethical Consequences of a Project / Anonymity Issues / Colleagues as Informants / All Anthropologists Face Ethical Problems 5. Marketing and Consumer Behavior Anthropological Theory and Practice in Marketing and Consumer Behavior 6. Design Anthropology Why Design Firms Hire Anthropologists / Anthropological Research in Product Design 7. Organizational Anthropology Organizations as Cultures / A Clash of Cultures / The Importance of Regional Cultures in Organizational Success 8. Understanding Issues of Globalization Cultural Issues in the Management of Products / Cultural Issues in the Management of People / Cultural Issues in the Management of Capital / Transnational Joint Ventures 9. The Importance of Holism 10. Where Do We Go from Here?
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