The Business of Anthropology: Communication, Culture and Japan

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.