The Business of Ethnography

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Exploring the intersection of anthropology and business, Brian Moeran conducts a comprehensive study of Japan's cultural production and creative industries. His participant-observation reveals how social structures significantly shape business practices, challenging the notion that culture alone drives behavior. Moeran advocates for a deeper engagement with ethnography in business studies, urging anthropologists to expand their research beyond conventional sites. This work serves as a vital call to rethink the application of anthropological methods in understanding contemporary business dynamics.