by BENJAMIN AHNERT, ReD Associates
The car has been the subject of social scientific research for decades. Scholars have described the empowerment people feel through the physical sensations of speed and acceleration. The ability of the premium vehicle to express status has been a staple of literature on signaling and social stratification.
These days, even in emerging markets, premium vehicles are no longer scarce. In 2013 the German and British premium brands already operated 1,085 dealerships in China; by 2020 an estimated 300 million Chinese will be able to afford premium vehicles. Meanwhile, congestion is increasingly severe. Between 2005 and 2013, the number of vehicles in China rose at a CAGR of 19%, yet the length of Chinese roads rose at just 3.4%. Beijing, Shanghai, and Guangzhou have less than 1 km of road per one 1000 inhabitants, around one-fifth the amount in congested London and New York.
In the face of these changes, a client sought our help to reinvestigate the meaning of premium mobility beyond status and...
EPIC Profiles Series
by SHAE QUABBA
How to Succeed in Business (Using Ethnography)
Christian Madsbjerg gives the sense he is on a quest. He talks about the world with interest, respects intellectual firepower to resolve problems and doesn’t believe in the ‘dumbing down’ of anthropology or ethnographic practice. He is determined to understand how corporations operate and to mature the practice of corporate ethnography to better comprehend how people engage in the world.
An outsider in many respects, Madsbjerg finds himself at the heart of US corporate strategy on a daily basis. A former philosophy student, Madsbjerg is a senior partner at ReD Associates, a consultancy that guides companies toward smarter strategy using the principles of anthropology and phenomenology. With offices in Copenhagen and New York, ReD Associates provide services to Fortune 300 companies, assisting them to navigate through complex problems.
The impetus for working in the field of applied business anthropology was simple: “I learned that the...