Anthropology understands business as a tribal corporation that builds and builds an identity. Through their myths and rituals, create a vision and generates value … Every corporation, in addition to its products and services, is also the story of their community identity. Who are they, what they do, where to go, behind which build dreams reality.
Its subject is man and entrepreneurship. Its aim is to optimize the understanding of a subject critical to the management: how a company builds its destination. What worldview designs imaginary structures of a community to achieve:
1) Internal social cohesion and satisfaction (the master key to innovation and productivity)
2) A narrative that allows them to competition from a differentiated value proposition globally
His vision is a holistic approach to finish the whole corporation, a global approach to understanding the human factor in the company.
Anthropology investigates issues such as business strategy of the organization, its competitive edge, the real lines of communication, adaptability and resistance to change, decision systems and conflict resolution, the dialectic identity and image, leadership and relationships group, among others.
The benefits of an anthropological perspective on business activity
Every corporation is a tribal community. And as such, needs to build and consolidate an identity from its competitive myth, ritual induction and leadership of their heroes. For only from there create a vision, build reality and creates value.
Coherence, perception and conceptualization of management, judgment and reasoning are by the sense that pervades, and not be faced with a reality that is given, should build. Only the strategic alignment and enable a sustainable culture that talent makes fruitful human capital and transform crisis into opportunity.
The axes organizational critical success
From a systemic and holistic approach, anthropology, business analyzes and reviews the seven areas critical for organizational success:
1) Prospective and Strategic Thinking
2) Knowledge management – the construction of identity
3) Competitive Strategy – Innovation and development
4) Management Model – Profile of mentalities
5) Leadership – crisis and change management
6) Image and Corporate Communications
7) Strategic Alignment and Human Capital Management
Anthropology VS business. Traditional Management
The traditional management is primarily interested in missions, tasks and techniques. Business anthropology integrates this to a worldview and management of cultural types and attitudes as a key requirement for competitiveness and sustainability of the enterprise. Its differential is the understanding and management of intangible capital that make the company.
Symbolic Capital
Human Capital: These are individual people and skills to operate, both within their professional skills and in their social attitudes.
Corporate Culture: Works as a web of shared meanings, socially transmitted, neutralize, activate or enhance the individual qualities. Allow (or not) to be a community learner, team work, their creativity, etc..
Cultural Capital: The power of the imagination of a community, willing to undertake to construct reality. It is manifested by a willingness to incorporate best practices, the best responses to changing environments and challenging.
Cultural Capital + Human Capital = Corporate Culture
Competitiveness: To sustain a competitive discourse generated by the mystique of the organization guided by the need to achieve excellence in their actions and goals, it is necessary to establish a transcendent cause, a source of energy that is beyond its members who are those who build and maintain.
Competitiveness = Myth Competitive Cultural Capital
Competitive Myth: The discursive construction that is referenced paradigmatic elements of a company, highlighting and pondering the essential skills that enable the business. The myth gives support to the mission, to refer constantly to the strategic intent and positioning, which acts as a support of collective identity / individual and is renewed through rituals and symbols. That narrative that installs the meaning of things for a community, we reference where we come from, where we are and where we go, is your Competitive Myth.
We say that the concept of management applied to business management requires that it meets four key functions for the performance of the company, the first of these functions is the planning, which is used to combine resources in order to plan new projects that may be profitable for the company in more specific terms referring to the planning and overall visibility across the enterprise and its corresponding environment, making specific decisions that can determine the most direct route to the planned objectives .The second function corresponds to fulfill the concept of management is the organization where they grouped all the resources that the company has, by working together, to obtain a better use of them and be more likely to get results.