Empower Strong Entrepreneurs for Life with Anthropology

Anthropology brings a unique perspective to entrepreneurship education, fostering cross-cultural competence, critical thinking, and empathy.

All essential skills for success in today's global business environment.

Today, I will discuss the reasons for including anthropology content in entrepreneurship programs. Whether as a separate course offering or as part of an existing class.

Entrepreneurship education always benefits from interdisciplinary perspectives.

Anthropology is the study of human societies and cultures, past and present, through a holistic approach that includes social, cultural, biological, and historical perspectives.

It exposes students to diverse viewpoints, promotes creativity, and encourages collaboration. It also prepares students for the complexities of real-world challenges and equips them with a comprehensive set of skills and knowledge to succeed.

This knowledge can enhance problem-solving, innovation, and empathy skills, which are essential for successful entrepreneurship.

Anthropology and Entrepreneurship: A Natural Fit

Anthropology provides entrepreneurs with insights into the diverse cultural and social contexts in which their products or services will be used.

For example, anthropology can assist entrepreneurs in conducting effective market research and customer discovery by using ethnographic research methods that involve observing and interviewing individuals in their natural settings.

Entrepreneurs can gain a deep understanding of their customer’s needs and desires, allowing them to create products and services that better meet those needs.

By studying human behavior, entrepreneurs can better understand the motivations and preferences of their customers. That information can inform their marketing strategies, as well as product development.

Founders are better able to recognize the social and cultural factors that influence consumer behavior, such as social norms, values, and beliefs.

Those diverse cultural differences can help entrepreneurs design products and services that are more inclusive and relevant to a wider range of people.

Beyond customer needs, anthropology can help create a more diverse and inclusive workplace culture that values different perspectives and experiences.

Anthropology in the Market

Overall, anthropology can provide entrepreneurs with a rich understanding of the complex human and cultural dimensions of their business, enabling them to create more successful and sustainable ventures.

One example of a venture that relies heavily on anthropological knowledge is Airbnb.

The company's founders used many strategies to gain traction in the competitive travel industry. They realized that they needed to understand the needs and desires of their customers on a deeper level.

Airbnb used anthropology to help them understand how people travel, what they value in a travel experience, and how they make decisions about where to stay.

This understanding led to the expansion of the Airbnb platform, which emphasizes authentic, personalized travel experiences.

Another example is the cosmetics company, Sephora.

The firm sought to expand globally and recognized the importance of understanding cultural differences in beauty practices and preferences.

Sephora relied on anthropology research on beauty practices around the world, which informed their product development and marketing strategies.

One result was that Sephora developed a line of cosmetics specifically for the Middle Eastern market, considering the cultural importance of eye makeup in the region, for instance.

In both examples, anthropological knowledge helped successful ventures to understand their customers in more meaningful ways, leading to the development of innovative products and services.

Anthropology in Entrepreneurship Education

Whether a whole class offering or an important component of an existing course, anthropology can enhance the traditional business curriculum in entrepreneurship programs in several ways.

For example, by introducing the study of human behavior, culture, and diversity, anthropology can provide a broader understanding of the cultural and social factors that influence market and consumer behavior. Most importantly, what are the values and beliefs of different groups of people?

This can lead to the development of more effective business strategies that are sensitive to cultural differences.

Anthropologists can also teach entrepreneurship students how to analyze the local context of a business and provide insight into how it can have a positive impact on the community and the environment.

By incorporating social and environmental responsibility into their business models, entrepreneurs can create a more sustainable and ethical business.

Anthropology also provides a unique perspective on entrepreneurship itself.

Anthropologists can study the cultural and social factors that shape entrepreneurship in different societies around the world. What is the role of entrepreneurship in creating social and economic change?

Incorporating anthropological approaches to innovation, creativity, and problem-solving in entrepreneurship education offers students a more nuanced understanding of their own role in society and the impact of their businesses on the wider world.

Anthropology teaches entrepreneurs how to approach problems with empathy and understanding. This helps them to design solutions that are effective, sustainable, and socially responsible.

This method fosters a culture of innovation that is responsive to the needs of individuals and communities, promoting long-term success for startups and contributing to the greater good.

Students can identify opportunities that may not be immediately apparent and develop strategies that are culturally sensitive and responsible. As a result, entrepreneurs can make informed decisions about how to allocate resources and assess risks.

Entrepreneurs anticipate those potential risks and mitigate them in a way that is respectful of the communities they serve.

Ultimately, incorporating anthropological perspectives into entrepreneurship education can help student entrepreneurs build businesses that are not only profitable but also socially and culturally responsible.

Anthropology in Action

According to the American Anthropological Association, there are over 400 colleges and universities in the United States that offer anthropology programs at the undergraduate and/or graduate levels.

The National Center for Education Statistics reveals that in the 2019-2020 academic year, there were 1,855 institutions that offered courses in anthropology.

The University of Pennsylvania, for example, features a business anthropology course. Whereas Clemson University offers a complete Business Anthropology and Human Behavior certificate program.

At the graduate level, Detroit’s Wayne State University features a Master of Arts in Anthropology with an emphasis on business and organizations.

These programs demonstrate the successful integration of anthropology and business, providing students with a unique perspective that enhances their understanding of human behavior, culture, and diversity in the context of business.

Anthropology and Entrepreneurship: A Curriculum Outline

An entrepreneurship course that incorporates anthropology could include the following curriculum:

1.?????Introduction to anthropology: Basic concepts and theories of anthropology, including cultural relativism and the importance of context in understanding human behavior.

2.?????Anthropology and entrepreneurship: The role of anthropology in entrepreneurship, including how it can help entrepreneurs better understand diverse cultures and identify market opportunities.

3.?????Culture and entrepreneurship: The impact of culture on entrepreneurship, including how cultural values and beliefs can influence business practices and strategies.

4.?????Design thinking: How to use anthropological approaches to design thinking, such as ethnography, to understand user needs and create products that meet those needs.

5.?????Social entrepreneurship: How anthropology can help social entrepreneurs identify and address social and environmental problems in a culturally sensitive way.

6.?????Business ethics: The importance of considering social and cultural factors when making business decisions, including ethical considerations related to cultural appropriation and exploitation.

7.?????Fieldwork project: A hands-on project that allows students to apply anthropological methods to a real-world entrepreneurial problem, such as identifying opportunities in a specific market or developing a culturally appropriate marketing campaign.

These specific curriculum content items can be coupled with a specific set of learning outcomes for either a class or teaching module on anthropology. Here are eight potential student learning outcomes:

1.?????Students will be able to analyze and interpret the cultural contexts in which entrepreneurial opportunities arise and develop.

2.?????Students will be able to apply anthropological theories and concepts to identify and address social and cultural issues related to entrepreneurship.

3.?????Students will be able to develop culturally sensitive and socially responsible business strategies that consider diverse perspectives and stakeholders.

4.?????Students will be able to communicate effectively and respectfully with people from different cultural backgrounds in the context of entrepreneurship.

5.?????Students will be able to evaluate the ethical implications of entrepreneurial activities and decisions from an anthropological perspective.

6.?????Students will be able to use anthropological research methods to gather data on consumer behavior, market trends, and cultural values relevant to entrepreneurship.

7.?????Students will be able to collaborate effectively in interdisciplinary teams to develop and pitch a socially responsible entrepreneurial venture.

8.?????Students will be able to reflect critically on their own cultural assumptions and biases in the context of entrepreneurship.

By incorporating cool anthropology cases and projects into an entrepreneurship program, students can gain a more holistic understanding of the business world and develop culturally sensitive and socially responsible approaches to entrepreneurship.

Conclusion

Incorporating anthropology into entrepreneurship education is not without its challenges.

One potential obstacle is the lack of familiarity and understanding of anthropological concepts among entrepreneurship students and faculty. That’s where cooperation between programs and faculty is imperative.

Another issue is the perception that entrepreneurship education is strictly focused on profit-making, which may not align with the more socially and culturally responsive approach advocated by anthropology.

Again, to overcome these challenges, however, interdisciplinary collaborations between anthropology and other fields, such as business, design, and engineering, should be encouraged.

That teamwork, however, is how entrepreneurship programs are strengthened and expanded by breaking out of the typical silos that develop on college campuses.

Community partnerships can also be developed to provide students with opportunities to engage with diverse communities to develop empathy and cultural sensitivity.

Embracing anthropology in entrepreneurship education can bring many opportunities. By incorporating anthropological perspectives, entrepreneurship programs can foster greater diversity and inclusivity in their curriculum and student body, leading to a wider range of ideas and solutions.

Finally, by promoting socially and culturally responsible entrepreneurship, anthropological approaches can lead to improved social and environmental outcomes, which can benefit both society and the economy.

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Immersed in a life of entrepreneurship, Tom Clement offers LinkedIn readers the insights of an entrepreneur, academic, contractor, author, venture coach, and consultant. Clement is an assistant professor at Minnesota State University, Mankato. He specializes in the “how” and “why” questions that help entrepreneurs discover their customers, business models, and passion.