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Methodologies of Cultural Analysis
This book introduces the importance and value of anthropological thinking to business anthropology in its prime areas of consumer research, design concepts and user experience, and organizational work culture. Anthropological thinking comes from carrying out cultural analysis in the context of these areas. This chapter focuses on the methodological considerations and project implications that enliven the research process of doing cultural analysis.
The first part of this chapter discusses the advantages of applying cultural analysis and how it differs from popular psychological applications in several case studies. Ethnography is shown to illuminate the taken-for-granted aspects ...
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