ANTHROPOLOGY AND BUSINESS MANAGEMENT-TOOL TO ATTAIN COMPETITIVE ADVANTAGE

Abstract

The recent past has witnessed a trajectory in terms of growth of anthropology as a discipline along with its application in various fields. One of the most talked about fields of applied anthropology is anthropology in business or business anthropology. The world has recognised that business is not just an economic activity but an activity which has a human angle hence neo-classical principles have replaced the classical thought. More and more organizations are embracing research to understand the people side of business. For this, anthropologists are being hired to investigate vital processes such as organization policies, design, culture, leadership, consumer behavior, and so on. The present article discusses the concept and meaning of this newly-arrived discipline of anthropology, followed by its contribution to business in the present century. Further, it also elaborates the relevance of business anthropology, the practical issues faced in its implementation, and its emerging fields.