In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book * argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture; * addresses the need of corporate...

In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book * argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture; * addresses the need of corporate...