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Transmodernizing Management Historiographies of Consumerism for the Majority

Author

Listed:
  • Alex Faria

    (EBAPE - Escola Brasileira de Administração Pública E de Empresas, at FGV - Fundação Getúlio Vargas)

  • Marcus Hemais

    (Pontifícia Universidade Católica Do Rio de Janeiro)

Abstract

Within an increasingly unequal, heterogeneous, and authoritarian Global North, a (US-led) new global consumerism (NGC) movement championed by activist consumers, together with academics, managers, and organizations, has emerged as the ultimate ethical management discourse for a better global future. NGC reframes Cold War official history of buycott consumerism by emancipating “passive” consumers and “insurgent” boycotts. Drawing on decolonial liberating transmodernity from Latin America, this paper shows how and why “old” and “new” dominant histories of consumerism deny the racialist/colonialist side of liberal capitalism. The discussion involves transmodern and counter-transmodern mechanisms and overlooks everyday liberating boycott consumerism against the colonialism/racialism mobilized by subaltern victims of history. We problematize the re-appropriation of transmodernity as a potential path to decolonizing consumerism and management historiography from a majority perspective.

Suggested Citation

  • Alex Faria & Marcus Hemais, 2021. "Transmodernizing Management Historiographies of Consumerism for the Majority," Journal of Business Ethics, Springer, vol. 173(3), pages 447-465, October.
    • Handle: RePEc:kap:jbuset:v:173:y:2021:i:3:d:10.1007_s10551-020-04528-y
    DOI: 10.1007/s10551-020-04528-y
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    References listed on IDEAS

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    Cited by:

    1. Fernanda Filgueiras Sauerbronn & João Paulo Resende de Lima & Alexandre Faria, 2023. "Decolonizing-Recolonizing Curriculum in Management and Accounting," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 230050-2300.

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