[robin2]

I can't quite make up my mind whether its irony, or the other half of the same phenomenon, that humanities are feeling pressure to become more business-like whilst businesses are being drawn towards methods from the humanities.

An example of the latter would be the work of ReD Associates. (See, e.g., http://www.theatlantic.com/magazine/archive/2013/03/anthropo..., http://rdn32.com/2014/04/03/the-moment-of-clarity/)