The Role of Anthropology in Retailing: An Autoethnographic Case Study

Abstract

As demonstrated by examples from my family business, the techniques of anthropology have a significant role in retailing. The research methods of anthropology facilitate qualitative observations, formal or informal interviews, and dialogues. Accordingly, the “life story approach” can be particularly useful. Many of these techniques can be usefully applied by lay people with minimal formal training in the field. In this article, by using life story and autoethnographic approaches, I share several personal stories with the readers of how anthropology was used in the different businesses in which my family and I were involved. Those who share the same practical business experiences as I, may learn how daily business operations can be studied, developed and managed. As a business owner, I recognize the importance of anthropological methods which benefit the business community through practical application