Summary & Critique About Article the Science of Desire Essays

2066 Words Oct 14th, 2008 9 Pages
Summary
The article The Science of Desire presents ethnography and its proponents play an important role in modern business world. Author Ante began with an example, the satellite-radio war, to show how ethnography worked in business.
In satellite-radio war, Sirius Satellite Ratio made a team of social scientists, designers, and ethnographers. Through studying customers’ habit of listening to music, watching TV and reading magazines, the team concluded several facts that can defeat competitors. Then, depending on the research, Sirius launched its new product, the Sirius S50. Later, as the company’s wish, the S50 became one of the hottest sellers in that season. How does ethnography work in business? Many examples show brainstorms
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Therefore, GE shares prototypes with customers. Furthermore, instead of currying favor with executives, it works closely with engineers to solve technical problems.
Third, ethnography transforms a culture. From 1990s, Intel, a big corporation that does not market directly to consumers, brought in ethnographers at the highest levels of management in order to focus on consumer products more. In past years, Intel developed its wireless Centrino mobile technology by studying Alaska’s fishers; Intel began to develop medical technology for the wave of retiring boomers by studying the elderly; Intel developed $500 Community India PC by studying rural Indian condition. In order to do better in ethnography research, Intel created a network of “platform-definition centers” in Bangalore, Cairo, São Paulo, and Shanghai. Although some ones in the company still does not believe ethnography, with anthropologists’ help, indeed engineers and other had better get used to it. Critique Generally, I agree with the principles of this article. At first, let’s look at what is ethnography. According to the definition in the website Wikipedia:
Ethnography (Greek ἔθνος ethnos = people and γράφειν graphein = writing) is a genre of writing that uses fieldwork to provide a descriptive study of human societies. Ethnography presents the results of a holistic research method founded on the idea that a
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