Emancipatory marketing and the emancipation of marketing research: a critical realist perspective

Simmonds, Hamish

doi:10.1080/14767430.2018.1533156

Cited by 3 publications

(8 citation statements)

References 112 publications

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“…By viewing the effectuation principles within a broader morphogenetic marketing system, we illustrate that the entrepreneurial marketing process consists not only of localised actors and their activities, but also the relations between actors and the broader social and material contexts in which they are embedded. Central to the marketing systems perspective (Layton 2015) and the approach of Simmonds, Gazley, and Dallenbach (2018) and Simmonds (2018a, 2018b) is an emphasis on complexity. Associated with the marketing systems are individuals, dyads, networks and social systems, whose encounters, interactions, norms, meanings, symbols and practices exist in relations of dependency and reciprocity, cooperation and competition.…”

Section: Discussionmentioning

confidence: 99%

“…In a marketing systems approach, this distinctive emphasis on individual actor activities is replaced by theorising the co-ordination problems and interactional outcomes of the social forces which entangle the market actors. In particular, the structuring influence of a matrix of social, economic, cultural, material and institutional forces are used to examine the position, power and capabilities of individuals who constitute these systems (Simmonds 2018a, 2018b).…”

Section: Marketing Systemsmentioning

confidence: 99%

“…Simmonds, Gazley, and Dallenbach (2018) draw together criticisms of these approaches at empirical and theoretical levels, and Simmonds (2018b) addresses the problems at a metatheoretical level. Their central thesis is that the conception of structure in these approaches, and therefore the assumptions regarding how marketing systems are ordered and evolve are burdened by one or a combination of; the conflation between social interaction with social structures, a failure to account for the irreducible complexity of the domains of social, economic, cultural, material and institutional forces and the inability to account for the multiply determined and historically contingent nature of the dynamics within marketing systems.…”

Section: Marketing Systemsmentioning

confidence: 99%

“…In response to these issues and to supplement the development of marketing systems research at its interface with entrepreneurial marketing and effectuation, we utilize the morphogenetic approach recently articulated in the work of Simmonds (2018a, 2018b) and Simmonds, Gazley, and Dallenbach (2018). Their frameworks complement that of macro-marketing and marketing systems scholars while offering different vocabularies, conceptual tools and considerations of emergence and causation.…”

Section: A Morphogenetic Approachmentioning

confidence: 99%

“…The approach posited by Simmonds (2018a, 2018b) and Simmonds, Gazley, and Dallenbach (2018) does not set out to explain systems processes as the result of particular actions or practices, or through the effects of specific institutions or network relationships, as other theoretical positions do. Rather, it builds an explanation of the causal powers, behavioural capacities and tendencies found within structures that interplay over a period of time.…”

Section: A Morphogenetic Approachmentioning

confidence: 99%

See 4 more Smart Citations

Effectuation and Morphogenesis in the New Zealand Fairtrade Marketing System

Renton

Simmonds

2019

Journal of Macromarketing

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We address the influence of and constraints on actors, networks, structures and institutions within marketing systems. Using case study analysis we contribute to effectuation literature by discussing the loose coupling of Fairtrade ANZ to its market development partners. While creating certainty for producers by maintaining focus on its development aims, Fairtrade ANZ adopts an affordable loss approach to market development, arguably at the cost of communicating to its highly fragmented and contingent market place. Simmonds, Gazley, and Dallenbach’s (2018) morphogenetic cycle framework brings a theoretical and analytical lens to examining the Fairtrade marketing system by delayering the interconnections, interdependencies and interrelations existing within each layer. In untangling the embedded social, historical and institutional contexts within which Fairtrade ANZ exists we offer this paper as an initial exploration of effectuation, change and stability in a complex marketing system.

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Section: Discussionmentioning

confidence: 99%

Section: Marketing Systemsmentioning

confidence: 99%

Section: Marketing Systemsmentioning

confidence: 99%

Section: A Morphogenetic Approachmentioning

confidence: 99%

Section: A Morphogenetic Approachmentioning

confidence: 99%

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Effectuation and Morphogenesis in the New Zealand Fairtrade Marketing System

Renton

Simmonds

2019

Journal of Macromarketing

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Researching on the edge: emancipatory praxis for social justice

Hutton

Heath

2020

EJM

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Purpose This paper aims to provoke a conversation in marketing scholarship about the overlooked political nature of doing research, particularly for those who research issues of social (in)justice. It suggests a paradigmatic shift in how researchers might view and operationalise social justice work in marketing. Emancipatory praxis framework offers scholars an alternative way to think about the methodology, design and politics of researching issues of social relevance. Design/methodology/approach This is a conceptual paper drawing on critical theory to argue for a new methodological shift towards emancipatory praxis. Findings As social justice research involves a dialectical relationship between crises and critique, the concept of emancipation acts as a methodological catalyst for furthering debate about social (in)justice in marketing. This paper identifies a set of methodological troubles and challenges that may disrupt the boundaries of knowledge-making. A set of methodological responses to these issues illustrating how emancipatory research facilitates social action is outlined. Research limitations/implications Emancipatory praxis offers marketing scholars an alternative methodological direction in the hope that more impactful and useful ways of knowing can emerge. Practical implications The paper is intended to change the ways that researchers work in practical and concrete terms on issues of social (in)justice. Social implications Although this paper is theoretical, it argues for an alternative methodological approach to research that reorients researchers towards a politicised praxis with emancipatory relevancy. Originality/value Emancipatory praxis offers a new openly politicised methodological alternative for addressing problems of social relevance in marketing. As a continuous political and emancipatory task for researchers, social justice research involves empirical encounters with politics, advocacy and democratic participation, where equality is the methodological starting point for research design and decisions as much as it is the end goal.

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Gettingrealabout consumer poverty: Deep processes for transformative action

Hutton

Corus

Dorsey

et al. 2022

Journal of Consumer Affairs

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To uncover pathways for understanding and alleviating poverty, this paper offers an alternative approach for examining the real and unseen processes of destitution and in-work poverty which shape the lives of consumers. We apply a critical realist paradigm structured around three core tenets-stratified realities, complex causations and generative structures-to surface the nuanced complexities of these issues. A critical realist lens encourages impact by focusing on the deep causes of enduring social problems and provides transformative consumer research scholars with an integrative way to work toward transformative policy action.

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Emancipatory marketing and the emancipation of marketing research: a critical realist perspective

Cited by 3 publications

References 112 publications

Effectuation and Morphogenesis in the New Zealand Fairtrade Marketing System

Effectuation and Morphogenesis in the New Zealand Fairtrade Marketing System

Researching on the edge: emancipatory praxis for social justice

Gettingrealabout consumer poverty: Deep processes for transformative action

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