Copenhagen Business School: CBS Open Journals
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Anthropologist in Advertising Agencies: Mediating Structures of Power and Knowledge Capital by Managing Relationships
Get PDFThis essay discusses how working from within an advertising agency as an anthropologist yields particular advantages in terms of presenting anthropological insights and gaining access to information that one would not have been privy to, compared to a study of advertising from the outside. Working from within an agency affords access not only to forms of objective data and consumer research documents that are less accessible from the outside, but also to forming critical relationships and subjective associations with clients that produce knowledge practices and situate information in authoritative positions of power from within. I draw on fifteen years of experience as a corporate anthropologist working within and among relationships in advertising which define, produce and sustain various structures of power and knowledge capital that orient insights and information in critical ways
The Gift and Pay-What-You-Want Pricing
Get PDFThis paper addresses the participative pricing mechanism of Pay-What-You-Want pricing as related to Marcel Mauss’s concept of the Gift. Reciprocity is a behavioural pattern imminent to the Gift as well as to Pay-What-You-Want pricing. The paper refers to results from behavioural economics in order to identify factors that positively influence reciprocity. It is argued that the aspects elaborated on in the Gift are also relevant to the PWYW pricing mechanism when it comes to implementations of the latter as one of the corporate pricing strategies
