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Globalization and Academic Research: The Case of Sustainability Marketing

Author

Listed:
  • Keyoor Purani

    (Keyoor Purani is an Associate Professor in marketing at the Indian Institute of Management, Kozhikode, India. E-mail: kpurani@iimk.ac.in)

  • Sunil Sahadev

    (Sunil Sahadev is a Professor of Marketing at the Salford Business School, University of Salford, UK. E-mail: s.sahadev@salford.ac.uk)

  • Deepak S. Kumar

    (Deepak S. Kumar is a doctoral programme participant in marketing at the Indian Institute of Management, Kozhikode, India. E-mail: deepak01fpm@iimk.ac.in)

Abstract

The impact of globalization on academic research is undeniable. This impact is more pertinent and strongly felt in the academic field of marketing. The pattern of this impact can be easily discerned from the trends in academic publishing in marketing such as more globalized representation of university affiliation of authors or the type of topics that dominate academic publishing in the field of marketing. In this article, through systematic analysis, one such trend is observed. The subjects covered by articles published in the 10 important marketing journals are analyzed in order to measure the extent to which these journals cover sustainability and related issues. Minimal representation of sustainability-based issues in the academic papers published in the most important marketing journals is argued to be closer to the idea of ‘Academic Capitalism’ in light of globalization. Considering the argument that sustainability and related issues often pose difficult questions to the mainstream schools of thought in the field of marketing, the minimal coverage given to sustainability-based issues should be perceived as reflecting the general lack of interest in conducting research in sustainability. The article discusses implications as well as pathways for future research.

Suggested Citation

  • Keyoor Purani & Sunil Sahadev & Deepak S. Kumar, 2014. "Globalization and Academic Research: The Case of Sustainability Marketing," IIM Kozhikode Society & Management Review, , vol. 3(1), pages 93-99, January.
    • Handle: RePEc:sae:iimkoz:v:3:y:2014:i:1:p:93-99
    DOI: 10.1177/2277975214520910
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    Citations

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    Cited by:

    1. Alpaslan Kelleci & Oğuz Yıldız, 2021. "A Guiding Framework for Levels of Sustainability in Marketing," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    2. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    3. Wajeeha Aslam & Syed Tehseen Jawaid, 2023. "Systematic Review of Green Banking Adoption: Following PRISMA Protocols," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 213-233, July.

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