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Contents

Introduction, Rita Denny and Patricia Sunderland Part I: Dynamics of Tension, Forces of Change Introduction: Patricia Sunderland and Rita Denny 1. De-Anthropologizing Ethnography: A Historical Perspective on the Commodification of Ethnography as a Business Service, Marietta L. Baba 2. Theorizing Business and Anthropology, Brian Moeran 3. Decentering the Origin Story of Anthropology and Business: The British Experience since 1950 Simon Roberts 4. Professional Anthropology and Training in France, Dominique Desjeux 5. Living in Business Schools, Writing Consumer Culture, Eric J. Arnould and Craig J. Thompson 6. Methodological Rebellion: Overcoming the Quantitative-Qualitative Divide, Neal H. Patel Part II: Boundaries Breached and Blurred Introduction: Patricia Sunderland and Rita Denny 7. Making Markets Emerge: Enumeration, 'Development' and Technology Markets, Dawn Nafus 8. Design Ethnography, Public Policy, and Public Services: Rendering Collective Issues Do-able and at Human Scale, Lucy Kimbell 9. The Anthropologist as IT Troubleshooter on Wall Street, Patricia Ensworth 10. Management Consulting in Times of Austerity in Italy, Dipak Pant 11. Opportunity and Challenge in the Healthcare Industry: Anthropological Inroads in France, Sophie Alami 12. Anthropology in a Design, Engineering, and Commerce Curriculum, Lisa DiCarlo, Heather McGowan, Sarah Rottenberg 13. The Anthropology of Business and Administration in Japan, John McCreery and Keiko Yamaki 14. Work Practice Studies as Anthropology, Melissa Cefkin Part III: Plying the TradeIntroduction: Rita Denny and Patricia Sunderland 15. The Good Anthropologist: Questioning Ethics in the Workplace, Kathi Kitner 16. The Sustaining Impact of Anthropology in Business: The "Shelf Life" of Data, Martha Cotton 17. Notes from the Periphery: Ethnography and Business in the Czech Republic, Kate?ina Ailová, Jaroslav Cír, and Kate?ina Sv. Gillárová 18. Training the Next Generation: Business Anthropology at the University of North Texas, Susan Squires, Christina Wasson, Ann Jordan 19. Configuring Family, Kinship and Natural Cosmology: Branding Pet Food, Maryann McCabe 20. Ethnography Guiding Brand Strategy: Rum and Real Blokes, Nick Agafonoff, Julien Cayla and Belinda Heath 21. The Life of a Cult Object Before, During and After an Ethnographic Study, Barnard Cova 22 Anthropologists for Hire: Redesigning Airline Travel, Ken Erikson 23. Mediating Business Process Models with an Anthropological Voice: 'Double-level Language' in the Norwegian Oil Industry, Vidar Hepsø 24. Decoding Culture: Cultural Insight and Semiotics in Britain, Cate Hunt and Sam Barton 25. Hook to Plate Social Entrepreneurship, Jay Hasbrouck and Charley Scull Part IV: The Energy of Memes Introduction: Patricia Sunderland and Rita Denny 26. A Crisis of Representation? Anthropology in the Popular Business Media, Sarah Wilner 27. How "the User" Frames What Designers See, Megan Stanton 28. Recognizing Agile, Natalie Hanson 29. Business Anthropology in China, Robert Tian 30. In Pursuit of Strategy: Anthropologists in Advertising, Robert J. Morais 31. Nationalism, Identity, and Consumption, Sakari Tamminen, Johannes Suikkanen and Otto Utti 32. Rethinking Russian History and Identity Through Consumer Culture, Lyubava Shatokhina 33. Brand Fortitude in Moments of Consumption, Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr., Robert Kozinets, Albert M. Muñiz and Stefania Borghini 34. Live Fieldnoting, Tricia Wang 35. Ethnography in Digital Spaces, Alessandro Caliandro Part V: Muses for Engagement Introduction: Patricia Sunderland and Rita Denny 36. From Strategy to Equipped Serendipity: Lessons from Ezio, the Black Angel of Florence, Franck Cochoy 37. An Anthropology of the Senses: Tracing the Future of Sensory Marketing in Brand Rituals, Timothy Malefyt 38. Doing Anthropology, Doing Business, Chuck Darrah and Alicia Dornadic 39. Glimpses from the Blogosphere, Sarah Teitler 40. Between the Idea and the Reality Falls the Shadow, Martin Høyem 41. Seduction in the Field: Meditations on Rapport-building Through the Ethnographic Camera Lens, Bruno Moynié 42. Applied Netnography: An Appropriate Appropriation? Robert V. Kozinets 43. Applied Cultural Analysis: Ethnography as Compositional Practice, Tom O'Dell and Robert Willim

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