Cefkin - Chapter 07 | eBooks | Non-Fiction

Cefkin - Chapter 07

Cefkin - Chapter 07 CefkinEthnography_07 Instant Download Price
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Buy and Download Description This chapter looks at changing perceptions about conceptualizations of culture in the commercial world. Companies have now generally accepted that culture — "manifested" in their customers' behavior — is important to their bottom line in a globalized economy (see also Melissa Cefkin's Introduction [chapter 1] to this volume). However, how should culture be conceived? Is culture simply something difficult to pin down, "slippery" but tangible? Or is culture inherently shifting and elusive yet perceptible, emerging ephemerally out of time- and place-bound contextuality? This chapter looks at changing perceptions about conceptualizations of culture in the commercial world. Companies have now generally accepted that culture — "manifested" in their customers' behavior — is important to their bottom line in a globali
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