Introduction / Patricia Sunderland, Rita Denny -- Section I. Dynamics of tension, forces of change : De-anthropologizing ethnography: a historical perspective on the commodification of ethnography as a business service / Marietta L. Baba -- Theorizing business & anthropology / Brian Moeran -- Decentering the origin story of anthropology & business: the British experience since 1950 / Simon Roberts -- Professional anthropology & training in France / Dominique Desjeux -- Living in business schools, writing consumer culture / Eric J. Arnould, Craig J. Thompson -- Methodological rebellion: overcoming the quantitative-qualitative divide / Neal H. Patel -- Section II. Boundaries breached and blurred : Making markets emerge: enumeration, "development, " & technology markets / Dawn Nafus -- Design ethnography, public policy, & public services: rendering collective issues doable & at human scale / Lucy Kimbell -- The anthropologist as IT troubleshooter on Wall Street / Patricia Ensworth -- Management consulting in times of austerity: sustainability & the business-place-community nexus in Italy / Dipak R. Pant -- Opportunity & challenge in the health care industry: anthropological inroads in France / Sophie Alami -- Anthropology in a design, engineering, & commerce curriculum / Lisa DiCarlo, Heather McGowan, Sarah Rottenberg -- The anthropology of business & administration in Japan / John L. McCreery, Keiko Yamaki -- Work practice studies as anthropology / Melissa Cefkin -- Section III. Plying the Trade : The good anthropologist: questioning ethics in the workplace / Kathi R. Kitner -- The sustaining impact of anthropology in business: the "shelf life" of data / Martha Cotton -- Notes from the periphery: ethnography & business in the Czech Republic / Kateřina Ailová, Jaroslav Cír, Kateřina Sv. Gillárová -- Training the next generation: business anthropology at the University of North Texas / Susan Squires, Christina Wasson, Ann Jordan -- Configuring family, kinship, & natural cosmology: branding pet food / Maryann McCabe -- Ethnography guiding brand strategy: rum & real blokes / Nick Agafonoff, Julien Cayla, Belinda Heath -- The life of a cult object before, during, & after an ethnographic study: The HP 12c financial calculator / Bernard Cova -- Able to fly: temporality, visibility, & the disabled airline passenger / Kenneth C. Erickson -- Mediating business process models with an anthropological voice: "double-level language" in the Norwegian oil industry / Vidar Hepsø -- Decoding culture: Cultural insight & semiotics in Britain / Cato Hunt, Sam Barton -- Hook to plate social entrepreneurship: an ethnographic approach to driving sustainable change in the global fishing industry / Jay Hasbrouck, Charley Scull -- Section IV. The Energy of Memes : A crisis of representation?: Anthropology in the popular business media / Sarah J.S. Wilner -- How "the user" frames what designers see: what cultural analysis does to change the frame / Megan Neese -- Recognizing agile / Natalie Hanson -- Business anthropology in China / Tian Guang -- In pursuit of strategy: anthropologists in advertising / Robert J. Morais -- Nationalism, identity, & consumption / Sakari Tamminen, Otto Utti, Johannes Suikkanen -- Rethinking Russian history & identity through consumer culture / Lyubava Shatokhina -- Brand fortitude in moments of consumption / Nina Diamond, Mary Ann McGrath, John F. Sherry, Jr., Robert V. Kozinets, Albert M. Muñiz, Jr., Stefania Borghini -- Live fieldnoting: creating more open ethnography / Tricia Wang -- Ethnography in digital spaces: ethnography of virtual worlds, netnography, & digital ethnography / Alessandro Caliandro -- Section V. Muses for engagement : From strategy to equipped serendipity: lessons from Ezio, the Black Angel of Florence / Franck Cochoy -- An anthropology of the senses: tracing the future of sensory marketing in brand rituals / Timothy de Waal Malefyt -- Doing anthropology, doing business / Charles N. Darrah, Alicia Dornadic -- Glimpses from the blogosphere / Sarah Teitler -- Between the idea & the reality falls the shadow: a true, semifactual tale of professional despair / Martin Høyem -- Seduction in the field: meditations on building rapport through the ethnographic camera lens / Bruno Moynié -- Applied netnography: an appropriate appropriation? / Robert V. Kozinets -- Applied cultural analysis: ethnography as compositional practice / Tom O'Dell, Robert Willim.