Grant McCracken
Type of Fellow: Change Fellow
Description: Grant McCracken holds a Ph.D. from the University of Chicago in cultural anthropology. He has been the director of the Institute of Contemporary Culture, a senior lecturer at the Harvard Business School, a visiting scholar at the University of Cambridge and he is now attached to the branding cultures laboratory at M.I.T. He has consulted widely in the corporate world, including the Coca-Cola Company, IKEA, Chrysler, Kraft, Kodak, and Kimberly Clark. This summer, Indiana University Press published a new book: Culture and Consumption II: Markets, meaning and brand management.