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      Developing markets? understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR)

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      Author(s)
      Figueiredo, B.
      Chelekis, J.
      DeBerry-Spence, B.
      Fırat, A. F.
      Ger, G.
      Godefroit-Winkel, D.
      Kravets, O.
      Moisander, J.
      Nuttavuthisit, K.
      Peñaloza, L.
      Tadajewski, M.
      Date
      2015
      Source Title
      Journal of Macromarketing
      Print ISSN
      0276-1467
      Publisher
      SAGE Publications Inc.
      Volume
      35
      Issue
      2
      Pages
      257 - 271
      Language
      English
      Type
      Article
      Item Usage Stats
      187
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      306
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      Abstract
      Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and transformational impact. Two empirical cases are provided to illustrate our framework.
      Keywords
      Developing markets
      Development
      Macromarketing
      Markets
      Transformative consumer research
      Permalink
      http://hdl.handle.net/11693/24281
      Published Version (Please cite this version)
      http://dx.doi.org/10.1177/0276146714543524
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      • Department of Management 610
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