Ethnography is the new Core Competence

Bruce Nussbaum

Ethnography is hot. You expect the P&G's, Nikes, Philips' and Apples of the world to do it since they are so directly linked to consumer wants and needs. But Intel, a chipmaker whose product you never see, unless you open the laptop or cellphone or whatever? Actually, Intel is super-big into enthnography and way ahead of many other global corporations.

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