Ethnography at Work
Moeran, Brian
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BOOK SUMMARY
Ethnography at Work provides an introduction to the way that anthropologists study social systems in business.
BOOK SYNOPSIS
Ethnography at Work follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. The book reveals the intricate behind-the-scenes planning, discussion, negotiations and strategies needed to ensure that the agency's presentation to a potential client will be preferred over that of a rival firm. The book shows how detailed ethnography can lead to an understanding of numerous different, but interlocking, theoretical issues. It demonstrates how ethnography can travel beyond the academic realm and be used by business personnel to heighten their understanding of their companies' organizational structures, strategies and daily work practices. Asking crucial questions about the role of the anthropologist in the field, Ethnography at Work introduces students to ways in which anthropologists study social systems in business.
BOOK REVIEWS
"In this book, anthropologist Brian Moeran takes on the hallowed institution of the 'business school case study'. He demonstrates how detailed ethnographic research can extend the explanatory range of traditional, descriptive business cases. Moeran leaves us with the tantalizing illusion that we might become better at our own businesses if we learned more about how anthropologists conduct theirs. I am sure that new opportunities will abound for those who adopt his methods."--Richard Francis, Director, Francis Developments Sàrl, and President, Australian Swiss Chamber of Commerce and Industry (ASCCI).
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MORE BOOK INFO
ISBN: 1845204980
ISBN(13-digit): 9781845204983
Dewey Decimal: 659.1110952
Library of Congress: oc2007163072
Book Publisher: Palgrave Macmillan
Language: ENG
No. of Pages: 152
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