Qualitative methods of business research are emerging as vital tools. Business anthropology is at the heart of this movement. Although many recent books provide nuts-and-bolts advice regarding
the field,Rethinking Business Anthropology: Cultural Strategies in Marketing and Management discusses the intellectual traditions from which the discipline has emerged and how this
heritage opens up new vistas for business research. Gaining these broader perspectives is essential as business anthropologists transcend being mere research technicians and seek to influence
organizational policies and strategies.
