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Ethnography and Co-Creation in a Portuguese Consultancy: Wine Branding Research as an Example

Journal of Business Anthropology

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Title Ethnography and Co-Creation in a Portuguese Consultancy: Wine Branding Research as an Example
 
Creator Oliveira, Pedro
 
Description As ethnography branches into the fields of business, marketing research, innovation and design research, anthropologists working outside academic contexts are developing a set of practices that in many ways mirror the work of academic anthropology and in other ways diverge from it. Drawing from the anthropologist Viveiros de Castro’s notion of controlled equivocation (Castro, 2004), this paper explores the relation between academic anthropology and applied business anthropology, clients and anthropologist as a particular kind of ‘equivocation’. A wine branding research case is given as an example.
 
Publisher Copenhagen Business School
 
Contributor —
 
Date 2012-11-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://ej.lib.cbs.dk/index.php/jba/article/view/3943
 
Source Journal of Business Anthropology; Vol 1, No 2 (2012); 197-217
2245-4217
 
Language eng
 
Relation http://ej.lib.cbs.dk/index.php/jba/article/view/3943/4281