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What ethnographer studying an organization hasn’t wanted to jump into the time machine, travel back to then, figure how we got from then to now? Take anthropologist Jakob Krause-Jensen. His book, Flexible Firm: The Design of Culture at Bang & Olufsen, exemplifies the best of modern anthropological corporate ethnography. To grasp the cultural processes inside this Danish company, known for its elegant design of high-end audio equipment, Krause-Jensen, like other ethnographers, looked to the past. Bang & Olufsen, he reports, was founded in 1925, selling innovative technology for connecting radios to electrical grids. How did it transform itself from those technological beginnings into a paragon of the Danish design movement? What response did it make to the popular audio electronics coming out of Japan? When did its management come to be concerned with creating a distinctive corporate culture?

Opinions: Business History and Anthropology