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Full-Text Articles in Social and Behavioral Sciences
Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia
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.
Finanzkapital And Consumers: How Financialization Shaped Twentieth Century Marketing, Nikhilesh Dholakia
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 – …