What is it about?

Professor Kazuo Usui of Saitama University in Japan organized a special session at the Japan Society of Distributive Sciences in Osaka, where my talk on this topic was invited. Later, Professor Mark Tadajewski provided many comments to improve this piece, and Professor Terrence ("Terry") Witkowski, editor of 'Journal of Macromarketing', provided additional comments to strengthen the paper.

Featured Image

Why is it important?

This paper could be seen as a "lay of the land" mapping of the researchscape in marketing, indicating the relative sizes and rewards of mainstream, interpretive, and (most importantly) critical work. The main idea I want to convey is that critical work faces many (often dangerous) obstacles but, once successfully published, is extremely rewarding because it offers pathways to renewal that mainstream and interpretive works don't.


It has been heartening to see the reception this relatively short paper, outlining the challenges of critical perspectives in marketing, has received and continues to receive. In the Resources section and other relevant places, I shall strive to provide pointers to good critical work in marketing.

Dr Nikhilesh Dholakia
University of Rhode Island

Read the Original

This page is a summary of: Being Critical in Marketing Studies, Journal of Macromarketing, March 2012, SAGE Publications, DOI: 10.1177/0276146711435844.
You can read the full text:




The following have contributed to this page