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What’s in a name?

Do ethnographers need exotic names to do well in business? A story in Business Week features two guys called “J. Wilton L. Agatstein Jr” (who runs Intel’s new emerging-markets unit) and “Timothy deWaal Malefyt” (an anthropologist who runs ‘cultural discovery’ at ad firm BBDO Worldwide). The readers of Business Week seem to be sceptical about the subject as a whole. A reader called Don complains – of the ethnographically-researched product that opens the story – that “the S50 is not a good design. It lacks the ability to resume playback on power-up from where it left off”.

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