The discourses of marketing and development: towards 'critical transformative marketing research'
Author
Tadajewski, M.
Chelekis, J.
DeBerry-Spence, B.
Figueiredo, B.
Kravets, O.
Nuttavuthisit, K.
Peñaloza, L.
Moisander, J.
Date
2014-09Source Title
Journal of Marketing Management
Print ISSN
0267-257X
Electronic ISSN
1472-1376
Publisher
Taylor and Francis
Volume
30
Issue
17-18
Pages
1728 - 1771
Language
English
Type
ArticleItem Usage Stats
111
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289
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Abstract
In order to understand the connection between development,
marketing and transformative consumer research (TCR), with its attendant
interest in promoting human well-being, this article begins by charting the
links between US ‘exceptionalism’, ‘Manifest Destiny’ and modernisation
theory, demonstrating the confluence of US perspectives and experiences in
articulations and understandings of the contributions of marketing practice and
consumer research to society. Our narrative subsequently engages with the rise
of social marketing (1960s-) and finally TCR (2006-). We move beyond calls for
an appreciation of paradigm plurality to encourage TCR scholars to adopt a
multiple paradigmatic approach as part of a three-pronged strategy that
encompasses an initial ‘provisional moral agnosticism’. As part of this stance,
we argue that scholars should value the insights provided by multiple
paradigms, turning each paradigmatic lens sequentially on to the issue of the
relationship between marketing, development and consumer well-being. After
having scrutinised these issues using multiple perspectives, scholars can then
decide whether to pursue TCR-led activism. The final strategy that we identify is
termed ‘critical intolerance’.
Keywords
Critical transformative marketing researchTransformative consumer research
Critical marketing
Neoliberalism