Gillian Tett on a New Way To Understand Business and Life
Intelligence Squared
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Cultural Insights from Tajikistan to Global Markets
In this chapter, the speaker recounts their transformative experiences as an anthropology student in Tajikistan during the 1992 political upheaval, highlighting the journey of cultural understanding. They emphasize the importance of listening and adapting to local consumer behaviors, using examples from brands like KitKat and Primrose Schools to illustrate the significance of cultural context in business success. The discussion also explores the evolving role of anthropology in contemporary society, particularly in addressing complex issues like Brexit and the importance of engaging with diverse perspectives.
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