Marketing for Socialism: Soviet Cosmetics in the 1930s

Kravets, Olga; Sandıkçı, Özlem

doi:10.1017/s000768051300072x

Cited by 12 publications

(12 citation statements)

References 27 publications

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“…While the increasing dominance of global brands characterizes today's economy, the histories of the non-Western markets are also shaped by local brands. However, little is known about the stories and histories of these brands (e.g., Kravets and Sandıkcı, 2013;Zhiyan, Borgerson, Schroeder, 2013;Zhao and Belk, 2008 Third, we contribute to historical studies of packaging by offering a methodological approach that combines different analytical tools. Specifically, we show that using compositional analysis and social semiotic approaches together enable an analysis that is attentive to both the formal visual components and characteristics of a design and the broader meaning potential of these representations.…”

Section: Discussionmentioning

confidence: 99%

“…While the increasing dominance of global brands characterizes today’s economy, the histories of the non-Western markets are also shaped by local brands. However, little is known about the stories and histories of these brands (Kravets and Sandıkcı, 2013; Zhiyan et al , 2013; Zhao and Belk, 2008). Piyale’s packaging trajectory demonstrates the Western dominance in Turkish design history.…”

Section: Discussionmentioning

confidence: 99%

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A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

Karamullaoglu

Sandıkçı

2019

JHRM

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Purpose This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century. Design/methodology/approach The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis. Findings The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface. Originality/value This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

Karamullaoglu

Sandıkçı

2019

JHRM

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“…While the predominant focus in this work is US-based models of development, we acknowledge alternatively modern traditions in other nations where governments historically (Kravets and Sandikçi 2013) and marketers at present (Denegri-Knott, Witkowski, and Pipoli 2013) orient market development efforts for collective advancement.…”

Section: What Is Development? What Are Markets?mentioning

confidence: 99%

“…In order to untangle the complex phenomenon of development and better understand what is at stake, we briefly sketch the different perspectives that have emerged since the mid-twentieth century. While the predominant focus in this work is US-based models of development, we acknowledge alternatively modern traditions in other nations where governments historically (Kravets and Sandikçi 2013) and marketers at present (Denegri-Knott, Witkowski, and Pipoli 2013) orient market development efforts for collective advancement.…”

Section: What Is Development? What Are Markets?mentioning

confidence: 99%

Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR)

Figueiredo

Chelekis

DeBerry‐Spence

et al. 2014

Journal of Macromarketing

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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 well-being, 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, well-being, and social inequalities. We suggest that these issues are better understood and 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. © The Author(s) 201

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“…O reconhecimento da origem epistemológica e desenvolvimento problemáticos da literatura de Marketing no que diz respeito à disseminação de conhecimento geopolitcamente localizado (Varman, 2019; Faria e Hemais, 2017; Boschi, Sauerbronn e Barros, 2017) e linguisticamente estruturado, subalternizando conhecimentos produzidos em outras línguas de origem não-Eurocêntrica (Kravets and Sandikçi, 2013) fomentou a criação de pesquisas e fóruns de discussão sobre os efeitos da colonialidade (Quijano, 2007). Tal florescimento gerou terreno fértil para discussões que, embora muitas vezes ainda ancoradas da língua inglesa e, portanto, assimetricamente colocadas para com outros idiomas, apontam a necessidade de superação de uma tóxica hierarquia de conhecimentos imposta aos pesquisadores e praticantes oriundos de geografias periféricas.…”

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Chamamento às Margens: Propostas Decoloniais na Produção Acadêmica Sobre Consumo, Mercado e Marketing

Couto¹,

Barros

Hemais

2021

Rev. Int. de Marketing

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O Fórum Decolonial surgiu a partir da preocupação com a superação de uma tóxica hierarquia de conhecimentos imposta aos pesquisadores e praticantes oriundos de geografias periféricas e da necessidade de criação de espaços onde conhecimentos e interesses periféricos, não hegemônicos e não eurocêntricos possam ser reconhecidos como válidos. Embora tal preocupação seja compartilhada por vários pesquisadores no campo, tínhamos a consciência da dificuldade de engajamento que as estruturas acadêmicas impõem. Em função disso, buscamos criar uma chamada para a comunidade brasileira, em um periódico brasileiro. O aceite da RIMAR em hospedar nosso Fórum foi fundamental porque entendemos que a revista se posiciona na vanguarda da produção de conhecimento ao hospedar análises que desvelam a normalização de questões sistêmicas associadas às colonialidades do poder, do saber e do ser (Quijano, 2007) e que também oferecem alternativas aos modelos tradicionais de se pensar Gestão e Marketing dentro da Academia.

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Marketing for Socialism: Soviet Cosmetics in the 1930s

Cited by 12 publications

References 27 publications

A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR)

Chamamento às Margens: Propostas Decoloniais na Produção Acadêmica Sobre Consumo, Mercado e Marketing

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