ReD Associates

Riding with Heidegger: A New Perspective on the Premium Vehicle

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...

Using Business Anthropology for Strategic Cost Reduction

by ANDREAS WESTER HANSEN, Senior Manager, ReD Associates In recent years, business anthropologists have come to play a role as top-level advisors to large corporations. In particular, anthropologists have helped corporations shift their gaze from an inside-out perspective to an outside-in perspective on their companies (Madsbjerg and Rasmussen, 2014a). Business anthropologist (Baba, M. 2006) who have challenged the conventional inside-out approach to corporate decision-making, have often been active in helping companies pursue ‘blue ocean strategies’ (Kim and Mauborgne 2015, Kim and Maugborne 2005), ‘disruptive innovations’ (Christensen, 1997) or more generally to pursue ‘differentiation’ as opposed to ‘cost leadership’ strategies (Porter, 1985). Other times, business anthropologists have studied and helped companies make sense of their organizational cultures (Schein 2004) or focused on the globalizing nature of the contemporary organization (Jordan, 2013). Cost reduction is still considered outside of domain of...

Christian Madsbjerg / A Profile

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...