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1、WhatAnthropologyBringstoBusinessAForewordfortheTextbookGeneralBusinessAnthropology(2ndedition)AlexStewart,MarquetteUniversityAnthropologyhasagreatdealtoofferforbusinessresearchers,whethertheirresearchisappliedandcommercialor“pure”andfoundational.Herearesevenmajoradvantagesofananthropologica
2、lapproach:patientparticipantobservation,insidervistas,methodologicalversatility,relevantexpertise,cross-culturalalertness,abiasfortheunderdog,andrespectfulcollaboration.1.Patientparticipantobservation.Appliedanthropologistsfacestricterdeadlinesthandotheirdisciplinarycolleagues(Aguilera,1996
3、).However,allanthropologiststrytomakelong-termcommitmentstostickwithitandlearnasocialandculturalsettingindepth(HamadaConnolly,2011;Tian,2011).Theirpatiencecontrastswithmost“qualitative”researchinbusinessschools,whichpaysmoreattentiontosupposedlytheoreticalelaborationsthanitdoestodataquality
4、ortothebasisofthatqualityinfieldworkduration,participantroles,andattentiontocontext(Stewart,1998).2.Insidervistas.Therewardfortheanthropologist’sstintsofimmersionisaccesstoinsiders’vistas:toactions,interactions,andexpressionsthattypicallyarehiddenfromview(vanMarrewijk,2011).Impressionmanage
5、mentisataskofallorganizations;organizationscholarscanbeamongtheduped.Otherlevelsandotherunitsofthesameorganizationmayfailtoseepastfacades(Kondo,1990;Sayles,1993;Weeks,2004).Forthosebusinessleaderswhotrulywanttoknowwhatgoesonintheirterrains,anthropologistshavethetoolsforthetask(Jordan,2011).
6、3.Methodologicalversatility.Infacttheyhavemanysuchtools,evidencedinBernard’s(2011)ResearchMethodsinAnthropology:QualitativeandQuantitativeApproaches.Evenethnography-thedefaulttool-isfarfromstandardizedandcomesinmanyconfigurations.Perhapsitisbetterthoughtofasatoolboxthatholdsmanymethods.Ethn
7、ographyvariesinthewaythatdataare(so-called)collected:notjustparticipantobservationbutalsooralhistories,lifestories,andinterviewsdesignedtoelicittheinformant’sculturalworldwithminimalreactivity(Spradley,1979).Modesofdatacollection(andpresentation)alsoincl
