Yes, you read that right. I think the potential of this area fully hit me when I attended the Meetings of the Society for Applied Anthropology in Albuquerque, New Mexico in March 2014. This was my first time at the SFAA meetings and it was a real eye opener. I was part of a session International Perspectives on Business and Market Research (click on link for the Podcast page for the session) and participated in the workshop on Orientation to Business Anthropology.
Perhaps nowhere else has the contemporary relevance of anthropology been demonstrated more forcefully demonstrated than in the business world. If you check out some of the stories and websites I've posted below you'll see what I mean.