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Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

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  • Arora Swapan Deep

    (* Assistant Professor, Marketing Area, Indian Institute of Management Amritsar, Amritsar, India)

Abstract

Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective.

Suggested Citation

  • Arora Swapan Deep, 2023. "Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective," International Journal of Contemporary Management, Sciendo, vol. 59(4), pages 58-73, December.
    • Handle: RePEc:vrs:ijcoma:v:59:y:2023:i:4:p:58-73:n:5
    DOI: 10.2478/ijcm-2023-0010
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