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Can an anthropologist help us understand the world of business? Armed with this question, veteran anthropologist Brian Moeran embarks on an in-depth study of cultural production and creative industries in Japan. At once the blundering ethnographer and shrewd observer, Moeran is able to shed light not only on social behavior and human relations in general but, more specifically, on the importance of strategic exchange to all business practices. Moeran's fieldwork, rooted in participant-observation of business life in communities and corporations, leads him to an original theory of how business operates. Culture is not all-powerful, Moeran shows. Instead, social structures strongly influence behavior. At the heart of Moeran's analysis is a firm belief in fieldwork and ethnography - terms much bandied about in business, management and cultural studies, but rarely undertaken in depth. The Business of Ethnography not only provides a useful methodology for people studying or wishing to understand business, but also acts as a clarion call for anthropologists to rethink their discipline beyond traditional fieldwork sites.
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"Brian Moeran draws very effectively on key concepts to portray variations in his own field engagements ... his new book will help us organize our debates over relationships in the field. From a village of potters to the world of advertising, we move here in always stimulating company." --Ulf Hannerz, Stockholm University.
"An incisive, in-depth understanding of Japanese business relations--by someone who really knows." --Koichiro Naganuma, CEO, ADK, Japan
"This book is pioneering in its approach, and will be required reading for academics interested in the subject, as well as for marketers and advertisers." --Timothy Malefyt, Director of Cultural Discoveries, BBDO Advertising
Brian Moeran is Professor of Culture and Communication, Copenhagen Business School. He is the author of numerous books and articles.
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- PublisherRoutledge
- Publication date2005
- ISBN 10 1845201949
- ISBN 13 9781845201944
- BindingHardcover
- Edition number1
- Number of pages238
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