The Business of Anthropology: Communication, Culture and Japan

Abstract

This article examines the potential use of anthropology as an effective means of
studying business organizations. Taking, as a case study, preparations by an
advertising agency for a competitive presentation to a potential client in Japan,
the author shows how anthropological fieldwork––in particular, the method of
participant observation—enabled him to understand and then analyse the social
processes underpinning contemporary advertising. In addition, he addresses other
issues relevant to success in research: for example, access to an organization, the
strategic use of social connections, and the ability to take advantage of unexpected
opportunity. Written in the style of a 'confessional' narrative, in which the author's
presence and contributions to his informants' work are made obvious, the article
shows the clear advantages of the methods of anthropology over those of other
disciplines, like management studies, that are engaged in the study of
contemporary business organizations.