Tag Archives: innovation

Bring in the anthropologists

The FT’s Gillian Tett makes a strong case for why Western for-profits should consider having an anthropologist on staff. “Cross-cultural exchanges,” she says are gaining relevance.  Proctor & Gamble discovered this when selling diapers in Brazil.  Instead of biodegradable, the American multinational observed that waterproof was more important for Brazilians.  Now, companies are reconsidering how […]
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