Methods and concepts of anthropology and ethnography apply to groups of various sizes, not just to large societies. They also apply to subcultures. Berkun's ar

Methods and concepts of anthropology and ethnography apply to groups of various sizes, not just to large societies. They also apply to subcultures. Berkun's arguments are that there is an established body of knowledge and methods about culture, and people who care about culture in their companies would benefit from learning about those. This notion does conflict with the common, latent self-perception of founders -- that they are starting and inventing everything anew.