Business Anthropology, 2nd Edition

Viewed as a breakthrough in applied anthropology, Business Anthropology was the first concise work to juxtapose, compare, and integrate anthropological methods and theories with those of contemporary business practices and theories. In this latest edition, Jordan retains enduring, illustrative examples and adds fresh insights to familiarize readers with anthropological techniques and show their ever-growing utility in a variety of organizational and consumer settings. Business Anthropology explains how anthropologists’ distinctive training and skills equip them to address issues ranging from work processes, diversity, and globalization to product design and consumer behavior, in both for-profit and nonprofit organizations. Anthropologists use a holistic approach to gather and analyze data. They get to know people both inside and outside the organization, understand diverse perspectives from an objective viewpoint, gain in-depth knowledge about local wants and needs, and see old realities in new ways.

Table of Contents

Chapter 1 – The Anthropological Approach
Chapter 2 – A History of Anthropology in Western Organizational Life
Chapter 3 – Techniques for Conducting Fieldwork for Business Organizations
Chapter 4 – Seeing Cultural Groupings
Chapter 5 – Ethical Concerns
Chapter 6 – Marketing and Consumer Behavior
Chapter 7 – Design Anthropology
Chapter 8 – Organizational Anthropology
Chapter 9 – Understanding Issues of Globalization
Chapter 10 – The Importance of Holism
Chapter 11 – Where Do We Go from Here?