Table of Contents
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
