Business Anthropology: The Basics is an accessible and engaging introductory text organized around key issues in the field. It introduces readers to the application of anthropological theory and practice to real world examples in industry and will assist students in developing awareness, skill, and perspectives to help address real life situations they encounter in the world.
Topics covered include:
- Defines applied, design and digital anthropology
- Explains key research methods and approaches used in industry, government, and non-profit sectors
- Investigates issues internal to an organization that assist in managing change
- Covers topics like marketing communications, user experience, product development and entrepreneurship
- Explains ways for organizations to partner and interact with communities, economics and politics to implement change
- Discusses approaches to encourage public conversation about social issues
Business Anthropology: The Basics is an essential read for students and faculty approaching the subject for the first time.
This book is an accessible and engaging text organized around key issues in the field. It introduces readers to the application of anthropological theory and practice to real world examples in industry and will assist students in developing awareness, skill, and perspectives to address real life situations they encounter.
1. Introduction to Business Anthropology
2. Methodologies of Cultural Analysis
3. Anthropology in Consumer Research
4. Organizational Anthropology
5. Design Anthropology
6. A Digital Anthropology approach to Culture
7. Conclusion
Timothy de Waal Malefyt is Clinical Professor of Marketing at the Gabelli School of Business, Fordham University, New York. A trained anthropologist with over 15 years of corporate experience in advertising firms, he teaches consumer insights and business anthropology to help students understand issues and solve problems.
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