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
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...
KEN ANDERSON, TONY SALVADOR and BRANDON BARNETT
Since the 90’s, one of ethnography’s values has been about the reduction in the risk of developing new products and services by providing contextual information about people’s lives. This model is breaking down. Ethnography can continue to provide value in the new environment by enabling the corporation to be agile. We need to: (1) identify flux in social-technological fabric; (2) engage in the characterization of the business ecosystems to understand order; and (3) be a catalyst with rapid deep dives. Together we call it a FOC approach (flux, order, catalyst)....