Advancing the Value of Ethnography

Pathmaking, A Dialogue: 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 practitioners alike.

John W. Sherry is director of the Experience Innovation Lab at Intel Corporation. He has been at Intel for the past 20 years, except for a short hiatus with the Bill and Melinda Gates Foundation in 2009/10. He holds a PhD in anthropology from the University of Arizona. Read the profile of John’s remarkable career “What Anthropology Brings to Innovation.”