EPIC Profiles Series By ERIC ARNOULD, Southern Danish University Culturally inspired and often ethnographically informed research has constituted a consistent thread of output from faculty in business school marketing departments for over thirty years (Arnould and Thompson 2005, 2007; Sherry 1991, 2014; Thompson, Arnould and Giesler 2013). This long wave of research has produced an impressive froth of ideas concerned with consumption (identity, community, ideology, ritual, etc) and many other marketplace phenomena such as branding, servicescapes, and market formation processes. This long wave accounts for a disproportionate share of top cited papers in the major marketing and consumer research journals, and has been spearheaded by a handful of terminally qualified anthropologists, sociologists and fellow travelers (Holt and Cameron 2012; McCracken 1988; Sherry 1995, 1998, 2014; Sherry and Fischer 2009; Costa and Bamossy 1995). While not lacking a critical edge, this work sometimes has included private or public sector consulting...