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From: 02/18/99 The Nation's Homepage
Hot asset: Anthropology degrees
By Del Jones, USA TODAY
Don't throw away the MBA degree yet.
But as companies go global and crave leaders for a diverse workforce,
a new hot degree is emerging for aspiring executives: anthropology.
The study of man is no longer a degree for museum directors. Citicorp
created a vice presidency for anthropologist Steve Barnett, who discovered early
warning signs to identify people who don't pay credit card bills.
Not satisfied with consumer surveys, Hallmark is sending anthropologists into
the homes of immigrants, attending holidays and birthday parties to design
cards they'll want.
No survey can tell engineers what women really want in a razor, so
marketing consultant Hauser Design sends anthropologists into bathrooms to watch them shave their legs.
Unlike MBAs, anthropology degrees are rare: one undergraduate
degree for every 26 in business and one anthropology Ph.D. for every 235
MBAs. Textbooks now have chapters on business applications. The University of South Florida has created a course of study for
anthropologists headed for commerce.
Motorola corporate lawyer Robert Faulkner got his anthropology degree before going to law school. He says it becomes increasingly
valuable as he is promoted into management.
"When you go into business, the only problems you'll have are people
problems," was the advice given to teen-ager Michael Koss by his father in the early 1970s.
Koss, now 44, heeded the advice, earned an anthropology degree from Beloit College in 1976, and is today CEO of the Koss headphone
manufacturer.
Katherine Burr, CEO of The Hanseatic Group, has masters in both
anthropology and business from the University of New Mexico. Hanseatic was among the first money management programs to predict
the Asian crisis and last year produced a total return of 315% for investors.
"My competitive edge came completely out of anthropology," she says. "The
world is so unknown, changes so rapidly. Preconceptions can kill you."
Companies are starving to know how people use the Internet or why
some pickups, even though they are more powerful, are perceived by consumers as
less powerful, says Ken Erickson, of the Center for Ethnographic Research.
It takes trained observation, Erickson says. Observation is what anthropologists are trained to do.
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