Re-imagining the marketplace: addressing race in academic marketing research

Sonya A. Grier, Kevin D. Thomas and Guillaume D. Johnson
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Sonya A. Grier: AU - American University Washington D.C.
Kevin D. Thomas: University of Texas - UTHealth - The University of Texas Health Science Center at Houston
Guillaume D. Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: research network; critical approach; interdisciplinary; consumer research; diversity; ethnicity (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

Published in Consumption Markets & Culture, 2018, 22 (1), ⟨10.1080/10253866.2017.1413800⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02289738

DOI: 10.1080/10253866.2017.1413800

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