The Business of Ethnography

Exploring the intersection of anthropology and business, Brian Moeran conducts a comprehensive study of Japan's cultural production and creative industries. Through participant-observation, he reveals how social structures significantly shape business practices, challenging the notion that culture alone drives behavior. His findings advocate for a deeper engagement with ethnography in business studies, urging anthropologists to expand their research beyond conventional settings. This work emphasizes the critical role of strategic exchange in understanding human relations within the corporate world.