1 Department of Marketing & Management, Faculty of Business and Social Sciences, SDU2 Consumption, Culture and Commerce, Department of Marketing & Management, Faculty of Business and Social Sciences, SDU3 Royal Melbourne Institute of Technology4 Liautaud Graduate School of Business, University of Illinois at Chicago5 University of Texas6 Faculty of Business Administration at Bilkent University7 Lille School of Management Research Center8 School of Business, Aalto University9 Sasin Graduate Institute of Business Administration, Chulalongkorn University10 Kedge Business School11 Department of Marketing & Management, Faculty of Business and Social Sciences, SDU
Understanding the role of markets and development at the intersection of macromarketing and tranformative consumer research (TCR)
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 wellbeing, 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, wellbeing, and social inequalities. We suggest that these issues are better understooda nd 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.
Journal of Macromarketing, 2015, Vol 35, Issue 2, p. 257-271