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.
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