Contributed Articles

Pathmaking, A Dialogue: Keynote Address

JOHN F. SHERRY, JR. Herrick Professor of Marketing, Mendoza College of Business, and Professor of Anthropology, University of Notre Dame JOHN W. SHERRY Director, User Experience Innovation Lab, Intel Corporation KEYNOTE ADDRESS John F. Sherry, Jr. is Herrick Professor of Marketing at the University of Notre Dame. He has researched, lectured, and consulted around the globe on issues of brand strategy, experiential consumption, and retail atmospherics. He is widely published and a Fellow of the American Anthropological Association and the Society for Applied Anthropology. He is a past President of both the Association for Consumer Research and the Consumer Culture Theory Consortium, and a former Associate Editor of the Journal of Consumer Research. His most recent book is Resurgence: The Four Stages of Market-Focused Reinvention (with Gregory S. Carpenter & Gary F. Gebhardt). Read more about John, his take on the future of ethnography in business, and why he thinks pathmaking is more like bushwhacking for academics and...