Anthropologists Go Native in the Corporate Village
American companies are realizing that an anthropologist can provide useful insight into the strengths and weaknesses of their organizations. Maybe our government should consider such an approach.
"Briody is a pioneer in a growing and influential field -- corporate anthropology. What began as an experiment in a handful of companies such as GM has become an explosion. In recent years, some of the biggest names in business have recruited highly trained anthropologists to understand their workers and customers better, and to help design products that better reflect emerging cultural trends. These companies are convinced that the tools of ethnographic research -- minute observation, subtle interviewing, systematic documentation -- can answer questions about organizations and markets that traditional research tools can't."
No comments:
Post a Comment