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Developing markets? Understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR)

Figueiredo, B.; Chelekis, J.; DeBerry-Spence, B.; Firat, A.F.; Ger, G.; Godefroit-Winkel, D.; Kravets, O.; Moisander, J.; Nuttavuthisit, K.; Peñaloza, L.; Tadajewski, M.

Developing markets? Understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR) Thumbnail


Authors

B. Figueiredo

J. Chelekis

B. DeBerry-Spence

A.F. Firat

G. Ger

D. Godefroit-Winkel

O. Kravets

J. Moisander

K. Nuttavuthisit

L. Peñaloza

M. Tadajewski



Abstract

Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and transformational impact. Two empirical cases are provided to illustrate our framework.

Citation

Figueiredo, B., Chelekis, J., DeBerry-Spence, B., Firat, A., Ger, G., Godefroit-Winkel, D., …Tadajewski, M. (2015). Developing markets? Understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR). Journal of Macromarketing, 35(2), 257-271. https://doi.org/10.1177/0276146714543524

Journal Article Type Article
Online Publication Date Jul 23, 2014
Publication Date Jun 1, 2015
Deposit Date Jun 18, 2014
Publicly Available Date Dec 11, 2014
Journal Journal of Macromarketing
Print ISSN 0276-1467
Electronic ISSN 1552-6534
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 35
Issue 2
Pages 257-271
DOI https://doi.org/10.1177/0276146714543524
Keywords Markets, Development, Developing markets, Transformative consumer research, Macromarketing.

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Copyright Statement
Figueiredo, B. and Chelekis, J. and DeBerry-Spence, B. and Firat, A.F. and Ger, G. and Godefroit-Winkel, D. and Kravets, O. and Moisander, J. and Nuttavuthisit, K. and Peñaloza, L. and Tadajewski, M. (2015) 'Developing markets? understanding the role of markets and development at the intersection of macromarketing and Transformative Consumer Research (TCR).', Journal of macromarketing., 35 (2). pp. 257-271. © The Author(s) 2014. Reprinted by permission of SAGE Publications.




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