Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

Information technology offshoring in India: a postcolonial perspective

“…For instance, as Frenkel andShenhav (2003, p1538) note in their fascinating account of the diffusion of 'powerful' American productivity models, postcolonial theory "offers a broader cultural and historical scheme within which the Americanization of processes of management can be understood and analyzed." Clearly, both in the light of its long colonial history and its growing relevance for the Western world, the theory is especially applicable to India both at the country-level (see Khilnani, 1997;Dirks, 2001) and at the level of situated organizations (see Cohen & El-Sawad, 2007;Mir & Mir, 2009;Varman & Saha, 2009 Frenkel (2008, p.925) points out that the "post" in postcolonial theory "does not designate a time after colonialism or those social and political phenomena that are seen to be its direct consequences. Rather it refers to the assumptions behind the ideological discourses of colonialism".…”

Towards a history of critical marketing studies

“…Tadajewski Towards a history of critical marketing studies 781 been severely problematic for a business-school academic in the wake of the Ford and Carnegie reports (Gordon & Howell, 1959;Pierson, 1959) and following the promotion of logical empiricism by the Ford Foundation (Tadajewski, 2006a(Tadajewski, , 2010; see also Varman & Saha, 2009). For one, the critical speculation that is praised by Adorno (1976) is not consistent with the pressures encouraging the adoption of the hypothetico-deductive method at the time.…”

Paradigm debates and marketing theory, thought and practice

“…As Brown (2005, p.105) puts it, much of our research exhibits a commitment "to what Agger calls 'Midwestern Empiricism' -the hypothetico, quantificatory, varimaxed, conjoined, Lisrelised, experimentissimo, big-science-or-bust mindset" (see also Brown, 1999, p. 45). We should also register the biases in our samples towards literate, western, white, middle classes (Adkins and Ozanne, 2005;Burton, 2009;Engel, 1985;Hirschman, 1993;Varman and Saha, 2009). Furthermore, if we hold, like Foucault, that to think in philosophical terms is to register the limits of existing patterns of thought (Schwartz, 1998), then we cannot avoid engaging with alternative perspectives including interpretive and Consumer Culture Theoretics (e.g.…”