Re-imagining the marketplace: addressing race in academic marketing research
Grier, Sonya A.; Thomas, Kevin D.; Johnson, Guillaume D. (2018), Re-imagining the marketplace: addressing race in academic marketing research, Consumption Markets & Culture, 22, 1, p. 91-100. 10.1080/10253866.2017.1413800
TypeArticle accepté pour publication ou publié
Journal nameConsumption Markets & Culture
MetadataShow full item record
Author(s)Grier, Sonya A.
Thomas, Kevin D.
University of Texas
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Abstract (EN)Race is a marketplace icon. How so? By holding true to an icon’s defining characteristics: high visibility, divisiveness, and uncritical devotion. In this brief musing, we describe how despite its centrality to market activities, race is uncritically addressed in academic marketing research. We next introduce the Race in the Marketplace (RIM) Research Network, a newly-formed interdisciplinary collective of scholars and scholar-activists that seek to break race of its iconic standing and bring greater equity to markets by disseminating critical, collaborative, and transdisciplinary race-based market research that supports liberatory public policies and community actions. We close with a call to join our effort to reimagine the marketplace through the critical examination of what has been a perpetually overlooked icon in marketing academia.
Subjects / Keywordsresearch network; critical approach; interdisciplinary; consumer research; diversity; ethnicity
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