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Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

Varman, Rohit and Saha, Biswatosh 2009, Disciplining the discipline: understanding postcolonial epistemic ideology in marketing, Journal of marketing management, vol. 25, no. 7-8, Special issue : Expanding disciplinary sace: on the potential of critical marketing, pp. 811-824, doi: 10.1362/026725709X471640.

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Title Disciplining the discipline: understanding postcolonial epistemic ideology in marketing
Author(s) Varman, Rohit
Saha, Biswatosh
Journal name Journal of marketing management
Volume number 25
Issue number 7-8
Season Special issue : Expanding disciplinary sace: on the potential of critical marketing
Start page 811
End page 824
Total pages 14
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2009
ISSN 0267-257X
Keyword(s) Postcolonial theory
ideology
discourse
critical marketing
devices
Summary In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.
Language eng
DOI 10.1362/026725709X471640
Field of Research 200211 Postcolonial Studies
1505 Marketing
1504 Commercial Services
1503 Business And Management
Socio Economic Objective 930401 Management and Leadership of Schools/Institutions
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080084

Document type: Journal Article
Collection: Department of Marketing
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