Qualitative methods of business research are emerging as vital
tools. Business anthropology is at the heart of this movement.
Although many recent books provide nuts-and-bolts advice regarding
the field, "Rethinking Business Anthropology: Cultural Strategies
in Marketing and Management" discusses the intellectual traditions
from which the discipline has emerged and how this heritage opens
up new vistas for business research. Gaining these broader
perspectives is essential as business anthropologists transcend
being mere research technicians and seek to influence
organizational policies and strategies.
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