目前商业实践者对人类学的理解仍然受制于各种刻板印象,这使得人类学在商业研究中的价值实现非常有限;不过随着市场环境的转变(比如从复杂市场到庞杂市场),人类学对市场将有更深入的参与机会。另一方面,在商业领域做田野研究,人类学者既要学习新技能,也要面对“杂交”所带来的认知和实践的可能性。 The current understanding of anthropology by business practitioners is still subject to various stereotypes that make anthropology very limited in the value of business research; however, as market conditions change (from complex markets to complex markets), anthropology The market will have more opportunities for participation. On the other hand, doing field research in the commercial field requires that both anthropologists should learn new skills as well as the cognitive and practical possibilities brought by “hybridization ”.