Homo Oeconomicus Quo Vadis? An Anthropological Introduction to the New Management Paradigm: The So-Called New Alternative Forms of Organization

Abstract

There is a paradigm shift happening in management and organizing practices in the corporate world. This article aims at giving an overview of various approaches so that the technical language is easier and accessible to business anthropologists. Then it offers a brief case study of Premium Cola followed by anthropological concepts and reflections of key topics that are addressed with this paradigm shift.