How to Win by Studying Culture: An Interview with Grant McCracken

If I could add an MBA course, I would call it "Anthropology and Ethnography In Business," and it would lay bare the culture that shapes how consumers think and feel and how culture determines what they want. It would teach students how to do "ethnography" which is the method anthropologists use to study culture, and in our case to extract the parts of the culture that matter so that these can be built into product development, innovation, promotion, advertising, direct marketing, digital marketing, new media, and the rest of the marketing package.

Harvard Business Review