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9781845204976

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Reviews

'Moeran's brilliant analyses, careful writing, and detailed (re)presentation of the intricate behind-the-scenes planning, discussion and negotiations [of the Japanese advertising industry]...this title is highly recommended for graduate students who attempt to conduct ethnographic fieldwork in Japan.' Social Science Japan Journal 'In this book, anthropologist Brian Moeran takes on the hallowed institution of the 'business school case study'. He demonstrates how detailed ethnographic research can extend the explanatory range of traditional, descriptive business cases. Moeran leaves us with the tantalizing illusion that we might become better at our own businesses if we learned more about how anthropologists conduct theirs. I am sure that new opportunities will abound for those who adopt his methods.' Richard Francis, Director, Francis Developments Sarl, and President, Australian Swiss Chamber of Commerce and Industry (ASCCI).

Author Information

Brian Moeran is Professor of Culture and Communication, Copenhagen Business School. He is the author of numerous books and articles.

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