The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research

Abstract

Critics often associate West-centric knowledge hierarchies in marketing (as well as in business and management studies) with (neo)colonialism, academic journal ranking fetishism, resource scarcity in non-Western societies, and the domination of the English Language in the international scholarly landscape. I advance this debate by examining the role non-Western societies themselves have played in reinforcing the phenomenon. Using the Muslim Middle East as a context, I argue that the coupling of the institutions of state politics and religion during the 20th century has negatively influenced the development of social sciences. I show how unreflexive Islamic civilizational revivalism has paradoxically contributed to the reproduction of the same hegemonic discourse it intended to repudiate. These, I argue, are the outcomes of the institutional arrangements that Western colonial/imperial powers have left behind in subordinate societies. I conclude by inviting researchers in both Western and non-Western contexts to develop a sense of self-reflexivity, one that can help create more consciousness about how what they write can impact upon self and others.

Horizons of decolonization in marketing: a proposal based on the critique of coloniality of the globalization of markets theory

“…Considering that the marketing area is associated with the Eurocentric world (Varman, 2018) and that its epistemology is rooted in that reality, it is natural that its canons are mostly white men from the global north and that its main theories are coined in that context, and that the interpretation of the world is based on such parameters. Therefore, it is understood that marketing should follow these standards, and academics from the global south reproduce the same parameters locally, even if these do not fit their reality (Jafari, 2022). As such, they distance themselves from their society, as they do not raise questions, conduct research, or present solutions that would truly help to solve their problems (Varman & Saha, 2009).…”

Horizontes de decolonização em marketing: uma proposta com base na crítica à colonialidade da teoria da globalização de mercados

“…Por entender, portanto, que o marketing precisa seguir esses padrões, os acadêmicos do sul global reproduzem os mesmos parâmetros localmente, mesmo que estes não digam respeito à sua realidade (Jafari, 2022). Dessa forma, distanciam-se de sua sociedade, pois não levantam questões, realizam pesquisas ou apresentam soluções que verdadeiramente ajudariam a resolver seus problemas (Varman & Saha, 2009).…”

Research contributions in interpretivist marketing and consumer research studies: A kaleidoscopic framework

“…Or, by mimicking the formulation of a research problem, as illuminated by our framework, novice researchers may appreciate alternative ways of writing their own research contributions. The toolbox might help doctoral students become more reflexive (Jafari, 2022) and culturally sensitive (Rokka, 2021) by encouraging them to reflect on how they enacted their contribution. Having the right tools can, hence, foster the craft of contribution.…”