What are Brand communities?
Brand communities are groups of people who share identity, values and practices with a particular brand. We analyze the phenomenon from an anthropological perspective. La entrada What are…
Tag: analysis
Brand love or emotional relationships with brands
In the world of customer engagement, it is common to hear that companies want to transform their brands into “Love Brands”. A Love Brand is a brand that…
Different organizations, different leaders: Anthropology and leadership
In this article, I discuss the importance of a well-fitting leadership style to the construction of organizational culture. I start by explaining the formation process of organizational culture.…
Is Data Always Right?
For several years now, data has been a master key unlocking many doors in marketing. The days are long past when large data volumes were the…
The value of anthropology in social entrepreneurship
Have you asked yourself: what role can anthropology have in the world of social entrepreneurship? This article introduces some of the contributions that anthropological research can provide to…
Chasing the Gamers
Towards the end of the 20th century, researchers went to great lengths to understand the Internet user. Now, with access to the world wide web much wider, no…
Anthropologists on business? Five testimonies from Spain, Argentina and Peru
Co-author: Oswaldo Morales Tristán PhD in International Studies from Graduate School of Asia Pacific Studies from the University of Waseda, Japan. MBA from ESAN. Master’s Degree in Economics and…
User as a Currency
Both internet users and market regulators are becoming more concerned about who uses personal data and how. The recent events involving Cambridge Analytica have helped to raise the…
Anthropological tools in stakeholder management
In the corporate environment, stakeholders have the strongest presence in the context of investor relations or CSR activities. Dealing with them is usually the responsibility of Marketing and…
Generation glasses are not new culture glasses
Hardly a day goes by without a blaring news story on the devastating impact of the millennials on the economy or how HR departments are challenged in dealing…
Generation glasses are not new culture glasses
Hardly a day goes by without a blaring news story on the devastating impact of the millennials on the economy or how HR departments are challenged in dealing…
Communicating anthropology: Blogging or scientific journals?
Blogs and bloggers have undermined a series of symbolic barriers that have limited the creation and expansion of knowledge and the development of our discipline in the past.…
Communicating anthropology: Blogging or scientific journals?
Blogs and bloggers have undermined a series of symbolic barriers that have limited the creation and expansion of knowledge and the development of our discipline in the past.…