Decolonising the Marketing Academy: An Indigenous Māori Perspective on Engagement, Methodologies and Practices

Abstract

In a context where the marketing discipline and its institutions has no choice but to face up to its embeddedness in social issues it is therefore important and timely to consider how marketing in colonial states – in which indigenous lands were/are appropriated, cultures systematically discriminated against, and identities, language and generations stolen – acknowledges its past and confront its future. This essay calls for the understanding and incorporation of indigenous knowledges and worldviews. It further asks for considerations of cultural control, nonappropriation and participatory approaches in marketing. Acknowledging that a university or business school is sited on indigenous lands, or opening a meeting with greetings or formal introductions are relevant, but they become little more than indigenous tokenism unless they are part of a wider journey of change and understanding. Any incorporation of indigenous worldviews into marketing education and research must be cognisant of the potential for exploitation.

The Future of the Australasian Marketing Academy: Challenges and Priorities

“…In the fifth article by Love and Hall (2022) titled ‘Decolonising the Marketing Academy: An Indigenous Māori Perspective on Engagement, Methodologies and Practices’, the authors provide a perspective on Māori and Indigenous peoples, knowledges and relationality in the marketing academy. In their analysis, the authors argue that surprisingly, given its importance and growing attention, no sub-field or specific body of marketing knowledge is dedicated to the contribution of marketing to the wellbeing and development of Aboriginal, First nations and Indigenous peoples and surprisingly the contribution of Indigenous knowledge and practices to marketing.…”

Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal

“…Second, although it is not yet a flourishing area of research, many businesses have included diversity, equity, and inclusion (DEI) in their business agenda. AMJ has reflected various aspects of DEI in a number of recent articles such as the voice and visibility of Aboriginal and Torres Strait peoples (Raciti, 2022), an indigenous Māori perspective on engagement (Love & Hall, 2022), the adoption of diversity and inclusion practices (Bádé jọ et al, 2022), and gender equity in the marketing academy (Dobele et al, 2022).…”

ANZMAC Executive: A Personal Perspective on How ANZMAC Has Evolved, and What Role It Ought to Play in the Future

“…One area in need of particular attention is that of inclusivity. As clearly and convincingly expressed by Love and Hall (2022) and Raciti (2022), the Academy has an important role to play in meeting the needs of its diverse communities. Encouraging different approaches to research and complementary and contrasting perspectives on practice and theory is critical to the Academy’s commitment to advancing knowledge and fundamental to developing, connecting and strengthening its relationships.…”