Introduction, Rita Denny and Patricia Sunderland

Part I: Dynamics of Tension, Forces of Change

Introduction: Patricia Sunderland and Rita Denny

1. De-Anthropologizing Ethnography: A Historical Perspective on the Commodification of Ethnography as a Business Service, Marietta L. Baba

2. Theorizing Business and Anthropology, Brian Moeran

3. Decentering the Origin Story of Anthropology and Business: The British Experience since 1950 Simon Roberts

4. Professional Anthropology and Training in France, Dominique Desjeux

5. Living in Business Schools, Writing Consumer Culture, Eric J. Arnould and Craig J. Thompson

6. Methodological Rebellion: Overcoming the Quantitative-Qualitative Divide, Neal H. Patel

Part II: Boundaries Breached and Blurred

Introduction: Patricia Sunderland and Rita Denny

7. Making Markets Emerge: Enumeration, 'Development' and Technology Markets, Dawn Nafus

8. Design Ethnography, Public Policy, and Public Services: Rendering Collective Issues Do-able and at Human Scale, Lucy Kimbell

9. The Anthropologist as IT Troubleshooter on Wall Street, Patricia Ensworth

10. Management Consulting in Times of Austerity in Italy, Dipak Pant

11. Opportunity and Challenge in the Healthcare Industry: Anthropological Inroads in France, Sophie Alami

12. Anthropology in a Design, Engineering, and Commerce Curriculum, Lisa DiCarlo, Heather McGowan, Sarah Rottenberg

13. The Anthropology of Business and Administration in Japan, John McCreery and Keiko Yamaki

14. Work Practice Studies as Anthropology, Melissa Cefkin

Part III: Plying the TradeIntroduction: Rita Denny and Patricia Sunderland

15. The Good Anthropologist: Questioning Ethics in the Workplace, Kathi Kitner

16. The Sustaining Impact of Anthropology in Business: The "Shelf Life" of Data, Martha Cotton

17. Notes from the Periphery: Ethnography and Business in the Czech Republic, Kate?ina Ailová, Jaroslav Cír, and Kate?ina Sv. Gillárová

18. Training the Next Generation: Business Anthropology at the University of North Texas, Susan Squires, Christina Wasson, Ann Jordan

19. Configuring Family, Kinship and Natural Cosmology: Branding Pet Food, Maryann McCabe

20. Ethnography Guiding Brand Strategy: Rum and Real Blokes, Nick Agafonoff, Julien Cayla and Belinda Heath

21. The Life of a Cult Object Before, During and After an Ethnographic Study, Barnard Cova

22 Anthropologists for Hire: Redesigning Airline Travel, Ken Erikson

23. Mediating Business Process Models with an Anthropological Voice: 'Double-level Language' in the Norwegian Oil Industry, Vidar Hepsø

24. Decoding Culture: Cultural Insight and Semiotics in Britain, Cate Hunt and Sam Barton

25. Hook to Plate Social Entrepreneurship, Jay Hasbrouck and Charley Scull

Part IV: The Energy of Memes

Introduction: Patricia Sunderland and Rita Denny

26. A Crisis of Representation? Anthropology in the Popular Business Media, Sarah Wilner

27. How "the User" Frames What Designers See, Megan Stanton

28. Recognizing Agile, Natalie Hanson

29. Business Anthropology in China, Robert Tian

30. In Pursuit of Strategy: Anthropologists in Advertising, Robert J. Morais

31. Nationalism, Identity, and Consumption, Sakari Tamminen, Johannes Suikkanen and Otto Utti

32. Rethinking Russian History and Identity Through Consumer Culture, Lyubava Shatokhina

33. Brand Fortitude in Moments of Consumption, Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr., Robert Kozinets, Albert M. Muñiz and Stefania Borghini

34. Live Fieldnoting, Tricia Wang

35. Ethnography in Digital Spaces, Alessandro Caliandro

Part V: Muses for Engagement

Introduction: Patricia Sunderland and Rita Denny

36. From Strategy to Equipped Serendipity: Lessons from Ezio, the Black Angel of Florence, Franck Cochoy

37. An Anthropology of the Senses: Tracing the Future of Sensory Marketing in Brand Rituals, Timothy Malefyt

38. Doing Anthropology, Doing Business, Chuck Darrah and Alicia Dornadic

39. Glimpses from the Blogosphere, Sarah Teitler

40. Between the Idea and the Reality Falls the Shadow, Martin Høyem

41. Seduction in the Field: Meditations on Rapport-building Through the Ethnographic Camera Lens, Bruno Moynié

42. Applied Netnography: An Appropriate Appropriation? Robert V. Kozinets

43. Applied Cultural Analysis: Ethnography as Compositional Practice, Tom O'Dell and Robert Willim