Anthropology Ethnography White Papers

Business Anthropology and the Culture of Product Managers

Written by Paula Gray

The first section of this paper explores the history and evolution of the three domains in the field of business anthropology. The second part utilizes a business anthropology lens to examine the field of product and brand management.

Business and industry, according to Marietta Baba (2006) noted business anthropologist and professor, are fundamental ways of organizing and categorizing economic activity to meet basic human needs in modern market societies. Baba defines business, commerce and trade as the buying and selling of goods and services in the marketplace. She defines industry as the organized production of goods and services on a large scale.

Download the white paper: BusinessAnthroAndProductManagers.pdf

About the author

Paula Gray

Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.