Corporate Anthropology: Understanding Businesses through Cultural Insights

Corporate Anthropology is the application of anthropological theories, methods, and tools in the context of the business world. The term was coined in the 1980s by Dr. Brigitte Jordan, a medical anthropologist who applied her expertise to healthcare organizations. Corporate Anthropology has since expanded to include research and consulting for various industries, including technology, marketing, and consumer goods.

Anthropology is the study of human behavior and culture. By applying anthropological concepts to corporate settings, researchers gain insights into the cultural norms, values, and practices that shape the behavior of individuals and groups within organizations. These insights can help companies better understand their customers, employees, and stakeholders, which can ultimately lead to more effective business strategies.

What is Corporate Anthropology?

Corporate Anthropology is a relatively new field that combines anthropology with business research. It involves the use of ethnographic methods to study corporate cultures, processes, and behaviors. Observing and evaluating social interactions and behaviours in their natural environment is a key component of the study methodology known as ethnography.

Corporate Anthropologists may use various ethnographic methods, including participant observation, interviews, surveys, and focus groups. The goal is to gain a deep understanding of how individuals and groups interact with each other, as well as the systems and structures that shape their behavior.

Corporate Anthropology can be applied to various areas of business, including marketing, innovation, human resources, and organizational design. For example, a Corporate Anthropologist may study consumer behavior to gain insights into how customers make purchasing decisions. Alternatively, they may study organizational culture to understand how employees interact with each other and their managers.

Why is Corporate Anthropology Important?

Corporate Anthropology offers a unique perspective on business operations that can help companies to better understand their customers, employees, and stakeholders. By studying the cultural norms and values that shape behavior within organizations, Corporate Anthropologists can identify patterns and trends that may not be immediately apparent through traditional business research methods.

For example, a Corporate Anthropologist may uncover the underlying motivations behind employee behavior, such as the importance of teamwork or the desire for recognition. This information can help companies to design more effective employee engagement strategies that align with their cultural values.

Corporate Anthropology can also help companies to develop more effective marketing strategies. By studying consumer behavior and cultural practices, Corporate Anthropologists can identify patterns and trends that may not be apparent through traditional market research methods. This can lead to more targeted marketing campaigns that resonate with customers on a deeper level.

Examples of Corporate Anthropology in Practice

Corporate Anthropology has been applied to a range of business settings, from healthcare to technology. Here are a few examples of how Corporate Anthropologists have used their expertise to gain insights into business operations:

• Microsoft: In the late 1990s, Microsoft hired Dr. Genevieve Bell, an anthropologist, to study how people used technology in their daily lives. Her research helped Microsoft to develop more user-friendly software that aligned with customers’ cultural practices and preferences.
• Intel: Intel has employed Corporate Anthropologists since the early 2000s to gain insights into consumer behavior and preferences. This research has helped Intel to design more effective marketing campaigns and product development strategies.
• Steelcase: Steelcase, a furniture company, has used Corporate Anthropology to understand how employees use their workspace. By studying the cultural norms and practices of office workers, Steelcase has developed innovative office furniture that meets the needs of modern workers.

Challenges of Corporate Anthropology

Corporate Anthropology presents several challenges, including the potential for bias and the difficulty of measuring cultural practices and values. Because Corporate Anthropology is a relatively new field, there is also a lack of standardization in research methods and terminology.

One challenge of Corporate Anthropology is the potential for bias. Researchers may bring their own cultural assumptions and perspectives into their research, which can impact the validity of their findings. To overcome this challenge, Corporate Anthropologists must approach their research with an open mind and strive for objectivity in their analysis.

Measuring cultural practices and values can also be a challenge in Corporate Anthropology. Unlike traditional business research methods, which often rely on quantitative data, Corporate Anthropology relies on qualitative data gathered through ethnographic methods. This can make it difficult to measure and compare cultural practices and values across different settings and contexts.

Additionally, Corporate Anthropology is a relatively new field, and there is a lack of standardization in research methods and terminology. This can make it difficult for researchers to compare and replicate studies, which can impact the validity of their findings. As the field of Corporate Anthropology continues to evolve, it is important for researchers to establish standards and best practices to ensure the quality and validity of their research.

How Corporate Anthropology can help you in your Career?

Corporate Anthropology can offer several benefits to individuals seeking to advance their careers in various industries. Here are some of the ways that Corporate Anthropology can help you in your career:

1. Improve Communication Skills: One of the key skills that Corporate Anthropologists possess is the ability to communicate effectively with people from different backgrounds and cultures. This can be a valuable asset in many industries, including business, healthcare, education, and government. By developing strong communication skills, you can better understand the needs and perspectives of your colleagues, clients, and stakeholders, which can help you to build stronger relationships and achieve better outcomes.
2. Identify Opportunities for Innovation: Corporate Anthropologists are trained to observe and analyze cultural practices and behaviors, which can help them to identify opportunities for innovation and improvement within organizations. By applying these same skills to your own work, you can gain insights into the needs and preferences of your clients or customers, and identify ways to improve products, services, and processes.
3. Foster a Collaborative Work Environment: Corporate Anthropology emphasizes collaboration and teamwork, which can help to create a more positive and productive work environment. By working closely with colleagues from different departments and backgrounds, you can gain a better understanding of their perspectives and needs, and build stronger relationships that can lead to more effective collaboration and problem-solving.
4. Develop Cultural Competency: Cultural competency is an essential skill for individuals working in a globalized economy. By studying cultural practices and norms, Corporate Anthropologists develop a deep understanding of how different cultures operate and communicate. This knowledge can help you to work more effectively with colleagues and clients from different backgrounds, and avoid misunderstandings that can impede progress.
5. Increase Customer Satisfaction: By studying customer behavior and preferences, Corporate Anthropologists can help companies to design products and services that meet the needs of their customers more effectively. By applying these same principles to your own work, you can gain insights into what your customers or clients really want, and design solutions that meet their needs more effectively, leading to greater customer satisfaction.

Conclusion

Corporate Anthropology offers a unique perspective on business operations that can help companies to better understand their customers, employees, and stakeholders. By studying the cultural norms and values that shape behavior within organizations, Corporate Anthropologists can identify patterns and trends that may not be immediately apparent through traditional business research methods.

Despite the challenges presented by bias and measuring cultural practices and values, Corporate Anthropology has been successfully applied in various business settings. As the field continues to evolve, it is important for researchers to establish standards and best practices to ensure the quality and validity of their research.

See Also

References

• Jordan, B. (2013). Corporate anthropology: How applied anthropology is being used in the world today. Praeger.
• Lomnitz, L. (2005). Corporate anthropology: Consulting in the organizational moment. American Anthropologist, 107(3), 445-449.
• Moeran, B., & Christensen, L. T. (Eds.). (2017). Anthropology and business. Routledge.
• Wasson, C. (2000). Ethnography in the field of design. Human Organization, 59(4), 377-388.