The discourses of marketing and development: towards 'critical transformative marketing research'

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dc.citation.epage1771en_US
dc.citation.issueNumber17-18en_US
dc.citation.spage1728en_US
dc.citation.volumeNumber30en_US
dc.contributor.authorTadajewski, M.en_US
dc.contributor.authorChelekis, J.en_US
dc.contributor.authorDeBerry-Spence, B.en_US
dc.contributor.authorFigueiredo, B.en_US
dc.contributor.authorKravets, O.en_US
dc.contributor.authorNuttavuthisit, K.en_US
dc.contributor.authorPeñaloza, L.en_US
dc.contributor.authorMoisander, J.en_US
dc.date.accessioned2015-07-28T12:02:01Z
dc.date.available2015-07-28T12:02:01Z
dc.date.issued2014-09en_US
dc.departmentDepartment of Managementen_US
dc.description.abstractIn 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’.en_US
dc.identifier.doi10.1080/0267257X.2014.952660en_US
dc.identifier.eissn1472-1376
dc.identifier.issn0267-257X
dc.identifier.urihttp://hdl.handle.net/11693/12568
dc.language.isoEnglishen_US
dc.publisherTaylor and Francisen_US
dc.relation.isversionofhttp://dx.doi.org/10.1080/0267257X.2014.952660en_US
dc.source.titleJournal of Marketing Managementen_US
dc.subjectCritical transformative marketing researchen_US
dc.subjectTransformative consumer researchen_US
dc.subjectCritical marketingen_US
dc.subjectNeoliberalismen_US
dc.titleThe discourses of marketing and development: towards 'critical transformative marketing research'en_US
dc.typeArticleen_US
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