Business Commons^™

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Markets, Globalization & Development Review

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

Marketing, Development, And The Question Of Meaning, Dominique Bouchet

Markets, Globalization & Development Review

Originally developed as a sales technique, marketing ended up playing an economic and political role globally. With the advent of globalization and sustainability issues, the importance given to the techniques of marketing in both analyses and in communication limits the possibility of mutual understanding and of social creativity. A profound understanding of what is at stake for society and culture is not what matters when the focus is on the ways to maintain the superficial link to the instrument of power.

The market plays a central role within the fields of marketing, economics and politics. Yet, questions of what the …

Material Culture Methods For Textiles And Dress, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Crazy Rich Asians: A Tale Of Immigration, Globalization And Consumption In East Asia, Giana M. Eckhardt, Finola Kerrigan

Markets, Globalization & Development Review

We review the 2018 film Crazy Rich Asians in order to highlight its relevance for debates on immigration, globalization and consumption. In doing so, we argue that a new model of immigration for East Asians, distant and distinct from the American Dream, a “pull yourself up by the bootstraps” narrative infused with an Asian ethic, is being valorized in the film. We also illuminate the complexities of East Asian representation on screen, as evidenced by varying receptions to the film in America and in various regions of Asia. And, finally, we note that while the film celebrates excess in consumption …

Crazy Rich Asians: Exploring Discourses Of Orientalism, Neoliberal Feminism, Privilege And Inequality, Devi Vijay

Markets, Globalization & Development Review

In this review of Crazy Rich Asians (2018), I examine elements of orientalism, neoliberal feminism, privilege and inequality that layer the film. Specifically, I interrogate the film’s American inflection of orientalism, surfacing a constant duel between essentialized Asian and American values, where what is American eventually wins out. Independent, entrepreneurial women are integral to this narrative of global capitalist accumulation. Yet, as the East meets the West in the globalized consumptive spaces of the super-rich, inequalities in the United States and Singapore are either repackaged under the myth of meritocracy, or conveniently erased. While the film demarcates a new Hollywood …

Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Orbits Of Contemporary Globalization, A. Fuat Fırat

Markets, Globalization & Development Review

Contrary to the commonly accepted view, human beings were global (i.e., migratory and without borders) to begin with and then localized as they started to reduce hunting and gathering and got into agriculture and animal husbandry. When they were migratory, humans exchanged genes, tools, cultures – in effect, they were already globalizing. In the second part of this commentary, I analyze the contemporary conditions of globalization. I suggest that today we are experiencing a market centered iconographic culture; and the possibilities for richer and more inclusive symbolic cultures exist, and need to be cultivated.

Jenny Slater, Youth And Disability - A Challenge To Mr. Reasonable (2015), Murad Canbulut

Markets, Globalization & Development Review

As Dholakia and Atik (2016) emphasize in the opening article of MGDR, we can “live with” labels such as advanced and emerging, rich, mid-income and poor, ancient and modern (and postmodern), Third World and First World. In addition to these labels, this review brings out labels and dualities such as able and disabled, reasonable and unreasonable. Introducing disability studies to the marketing field, this review analyzes Jenny Slater’s book which helps us gain a critical perspective on disability research.

Philip Kotler, Confronting Capitalism (2015) & Democracy In Decline (2016), Mark Peterson

Markets, Globalization & Development Review

No abstract provided.

Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler

Markets, Globalization & Development Review

We appreciate Professor Aneel Karnani’s contributions to the marketing dialog on poverty and our article “Marketing’s Lost Frontier: The Poor” (Achrol and Kotler 2016). We do not necessarily disagree with some of his criticisms but rather see them as an opportunity for expanding the discussion of marketing’s role in reducing world poverty. In this response, we revisit and elaborate on Social Marketing for the bottom-of-the-pyramid (BOP) and Distributed Production-Consumption view presented in the original article. These new marketing models – focused on distributing economic opportunity, income and standards of life to local communities – can substantially displace the giant centralized …

Marketing And Poverty Alleviation: The Perspective Of The Poor, Aneel Karnani

Markets, Globalization & Development Review

The best way to reduce poverty is to focus on raising the productive capacity – not the consumption capacity – of the poor. This implies poverty reduction efforts must focus on two dimensions: raising income of the poor, and providing the poor access to basic public services (such as public health, education, sanitation, infrastructure and security). First, the best way to raise income is to create employment opportunities for the poor. The private sector is clearly the best engine for job creation; the government can play a useful facilitating role. Second, governments are responsible for, and should be held accountable …

#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda

Senior Honors Projects

Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E.S and URI Habitat …

Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz

Markets, Globalization & Development Review

Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable …

The Dynamics Of The Local And The Global: Implications For Marketing And Development, A. Fuat Fırat

Markets, Globalization & Development Review

Globalization’s contemporary omnipresence has resulted in an emphasis on the conflicts between the local and the global. This emphasis has blurred our ability to have insights that may be gained by recognizing that the local and the global are interdependent and cannot exist without each other. This paper explores the initial insights from such recognition regarding local identities, cultural development, and modern marketing’s shortcomings in aiding development. Preliminary conclusions as to how a new conceptualization of marketing can be instrumental in enrichment of meaningful and substantive human lives through constructing redefinitions of development and marketing based on these insights are …

Marketing’S Lost Frontier: The Poor, Ravi Achrol, Philip Kotler

Markets, Globalization & Development Review

The problems of persistent poverty have occupied the minds, money and agencies of the world for a very long time. It is the subject of a large literature in economics and sociology, and the literature has evolved through a variety of theoretical paradigms. Despite numerous initiatives the impact on alleviating poverty is marginal. Recently the poverty conundrum has attracted the attention of schools of business and global corporations. In this paper we critically review the major changes in the conventional approaches to development. Then we review three models based on the thought traditions of business schools that offer a new …

Ismd: Glimpses In The Rearview Mirror, Ruby Roy Dholakia

Markets, Globalization & Development Review

This retrospective commentary looks back to the 1970s, 1980s, 1990s and later decades to trace the originating ideas, intellectual influences, personalities, academic ventures and other events that spawned and shaped the International Society of Markets and Development (ISMD), the parent sponsoring organization of Markets, Globalization & Development Review (MGDR). From this rich history, this commentary hopes to inspire existing and emerging generations of authors to explore the areas of interest to ISMD and MGDR, and to contribute to this journal.

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia

College of Business Faculty Publications

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

India’S Emerging Retail Systems: Coexistence Of Tradition And Modernity, Nikhilesh Dholakia, Ruby Roy Dholakia, Atish Chattopadhyay

College of Business Faculty Publications

India’s retailing sector is expected to remain in a transition spiral for the foreseeable future. Because of India’s unique context—in terms of history, regulation, institutions, demographics, geography, and traditions—available theories of retail evolution have limited applicability to the retail situation in India. Drawing from the literature, as well as from empirical research and practical experiences of over a decade, this article presents a conceptual frame for understanding the retail sector of India and the likely future trajectory of this sector.

Finanzkapital And Consumers: How Financialization Shaped Twentieth Century Marketing, Nikhilesh Dholakia

College of Business Faculty Publications

Purpose – By tracing the history of the links of financialization to consumer behaviors and marketer actions in the twentieth century, this paper aims to show that consumer market phenomena are often shaped by the imperatives of finance.

Design/methodology/approach – The paper employs selective historical overviews, mainly focusing on the USA, of four tranches of the past century: the run up to the Great Depression; from post-Depression to the Second World War; the post-Second World War Bretton Woods system and its collapse in the 1970s; and the increasingly risk-charged last three post-Bretton Woods decades of the twentieth century.

Findings – …

Marketing For A Non-Profit, Katerina Foutsitzis

Senior Honors Projects

I am a senior Marketing major, and I wanted to incorporate what I have learned the past four years into my honors project. Acting as a consultant to a local non-profit here in Rhode Island, I developed a marketing plan to help The Welcome House target their local affluent community. The mission of Welcome House is to provide emergency shelter to homeless men, women & families of Washington County, and to provide transitional, supported, permanent, affordable and safe housing to the poor of the community.

Homelessness is becoming a tiring and depressing subject due to its repetitive negative exposure and …

Communicating With Students Via E-Mail: Creating No Excuse For “There’S Nothing To Do On Campus”, Jessica Rusack

Senior Honors Projects

In the past decade, technology has transformed how society communicates. From the internet to cell phones to iPods and video games, interactive communication has become the norm. At the University of Rhode Island, students adapt quickly to the constantly changing technology. Yet student organizations and the University as a whole have not adapted as quickly to such changes. This has led to an uninformed and uninterested student body when it comes to programming and events on campus. As students instant message on their laptops and text message on their cell phones (simultaneously, of course), organizations, clubs and athletics struggle to …

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …

Observations On Observation In India's Dynamic Urban Markets, Nikhilesh Dholakia, Piyush Kumar Sinha

College of Business Faculty Publications

Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context.

Mobility And Markets: Emerging Outlines Of M-Commerce, Ruby Roy Dholakia, Nikhilesh Dholakia

College of Business Faculty Publications

Mobile commerce—or m-commerce—is characterized by the emerging class of location-based commercial services delivered by a variety of handheld terminals such as mobile phones and palmtop devices. At the Conference on Telecommunications and Information Markets (COTIM)-2001, an international conference held in Karlsruhe, Germany, academic researchers and business practitioners shared their experiences and frameworks about m-commerce. Selected papers based on COTIM-2001 presentations are included in this Special Issue. This paper introduces the preconditions that led to the emergence of m-commerce, the main dimensions of m-commerce that distinguish it from e-commerce, and the key arguments from the contributions on m-commerce in this Special …

Consumer Subjectivity In The Age Of Internet: The Radical Concept Of Marketing Control Through Customer Relationship Management, Detlev Zwick, Nikhilesh Dholakia

College of Business Faculty Publications

In this paper, we present a poststructuralist analysis of customer database technology. This approach allows us to regard customer databases as configurations of language that produce new and significant discursive effects. In particular, we focus on the role of databases and related technologies such as customer relationship management (CRM) in the discursive construction of both customers and customer relationships. First, we argue that organizations become the authors of customer identities, using the language of the database to configure customer representation. From this perspective, we can see the radical innovation that the customer database brings to the organizational construction of its …

Cultural Contradictions Of The Anytime, Anywhere Economy: Reframing Communication Technology, Nikhilesh Dholakia, Detlev Zwick

College of Business Faculty Publications

Technology-aided ubiquity and instantaneity have emerged as major goals of most information technology providers and of certain classes of users such as “road warriors”. New mobile technologies promise genie-in-a-bottle type near-magical qualities with anytime, anywhere access to information and services. While the complex science, systems, and economics of such technologies receive considerable attention from industry executives and researchers, the social and cultural aspects of these technologies attract less attention. This paper explores the oft-contradictory promises and pitfalls of anytime, anywhere technologies from a cultural standpoint. It makes suggestions for reinterpreting these technologies for greater human good.

Online Qualitative Research In The Age Of E-Commerce: Data Sources And Approaches, Nikhilesh Dholakia, Dong Zhang

College of Business Faculty Publications

With the boom in E-commerce, practitioners and researchers are increasingly generating marketing and strategic insights by employing the Internet as an effective new tool for conducting well-established forms of qualitative research (TISCHLER 2004). The potential of Internet as a rich data source and an attractive arena for qualitative research in e-commerce settings—in other words cyberspace as a "field," in the ethnographic sense—has not received adequate attention. This paper explores qualitative research prospects in e-commerce arenas.

URN: urn:nbn:de:0114-fqs0402299