Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective
Swapan Deep Arora
Abstract:Purpose
Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective.
Design/methodology/approach
Using a selective and exploratory-review approa… Show more
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