ABBY MANDELL

Contributed Articles

Tutorial: Business Thinking for Ethnographers

Instructors: REBEKAH PARK (Director of Strategy, Gemic), ABBY FIFER MANDELL (Professor of Entrepreneurship, USC Marshall School of Business), LOUIS ELTON (Strategist, Gemic) Learn concepts and mindsets of business culture to make your work more intelligible and influential. Overview This tutorial was conducted at EPIC2021. Exercises and discussions have been omitted to protect the privacy of participants. Ethnography and social science bring value to business, but we often struggle to articulate that value in business terms. In this tutorial you’ll become more fluent in the vocabulary and mindsets of business culture, and practice using this fluency to make your work more intelligible and influential. We will review basic terms that have currency in corporate spaces (B2B/B2C, ROI, revenue streams, market sizing…) and what it means to frame researchers as consultants operating within business cultures and industry paradigms (whether our “clients” are internal or external). The tutorial will be strongly interactive,...