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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Application of Anthropology in the Service and Retail Industries
Authors:Heron, Claire D.
Pauw, H.C.
Year:1998
Periodical:South African Journal of Ethnology
Volume:21
Issue:3
Pages:97-101
Language:English
Geographic term:South Africa
Subjects:service industries
retail trade
anthropology
management
Anthropology and Archaeology
Labor and Employment
Ethnic and Race Relations
Abstract:Since the mid-1900s, service industries have played an increasingly large role in the economy of many industrialized nations. South Africa is also moving from a previously resource-based economy to a predominantly service-based economy with a concomitant proliferation of service and retail industries. In the South African retail and services industry, interaction between 'customers' and 'frontline employees' almost invariably brings members of different cultural backgrounds into continuous interaction with each other. This article examines whether anthropological knowledge could be used to train staff in culturally sensitive methods, in interior design and advertising when catering for a multicultural clientele. The article is based on an examination by third year anthropology students, who were assigned the task of researching the practical application of anthropology in the retail and service sector of Port Elizabeth. Those interviewed included the managers and human resources officers of five service industries (including banks and restaurants), five retailers (chain stores and shops) and one manufacturer. The conclusion is that a management team with anthropological skills would be able to utilize the different roles of human resources officers and shop stewards to their full potential. Bibliogr., note, ref., sum. in English and Afrikaans.
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