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Re-imagining the marketplace: addressing race in academic marketing research

Author

Listed:
  • Sonya A. Grier

    (AU - American University Washington D.C.)

  • Kevin D. Thomas

    (University of Texas - UTHealth - The University of Texas Health Science Center at Houston)

  • Guillaume D. Johnson

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Race is a marketplace icon. How so? By holding true to an icon's defining characteristics: high visibility, divisiveness, and uncritical devotion. In this brief musing, we describe how despite its centrality to market activities, race is uncritically addressed in academic marketing research. We next introduce the Race in the Marketplace (RIM) Research Network, a newly-formed interdisciplinary collective of scholars and scholar-activists that seek to break race of its iconic standing and bring greater equity to markets by disseminating critical, collaborative, and transdisciplinary race-based market research that supports liberatory public policies and community actions. We close with a call to join our effort to reimagine the marketplace through the critical examination of what has been a perpetually overlooked icon in marketing academia.

Suggested Citation

  • Sonya A. Grier & Kevin D. Thomas & Guillaume D. Johnson, 2018. "Re-imagining the marketplace: addressing race in academic marketing research," Post-Print hal-02289738, HAL.
    • Handle: RePEc:hal:journl:hal-02289738
    DOI: 10.1080/10253866.2017.1413800
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    Cited by:

    1. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

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