Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
While organizational identity can be a powerful tool for mobilizing and directing organizational ... more While organizational identity can be a powerful tool for mobilizing and directing organizational members, the authors’ findings demonstrate that it can also constrain the process of foreign market adaptation. Drawing from extensive ethnographic fieldwork in India, where they followed several multinational companies, they show how well-entrenched and enduring identities can obstruct the learning and strategic adjustments that are necessary to appeal to consumers in a new market environment. By explaining how organizational identity comes into play as a frame of reference and guiding principle, orienting managers in their efforts to preserve the character of their firm
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.
International Journal of Sociology and Social Policy, 2007
Purpose – This paper aims to examine the nature of market politics in a Latino/a community in Sou... more Purpose – This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA. Design/methodology/approach – Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities in their relation to consumption. Findings – Findings highlight conflicts brought about by the burgeoning development of the consumer market for Mexican
Marketing will transform us into modern beings. Or at least that is the underlying assumption tha... more Marketing will transform us into modern beings. Or at least that is the underlying assumption that lurks behind many conversations occurring in corporate boardrooms. Underlying the academic texts of international marketing and embedded in the everyday practices of marketing departments are the same fundamental ideas: that exposure to more market choices emancipates individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.
Handbook of Qualitative Research Methods in Marketing, 2006
21 Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer re... more 21 Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research Lisa Peñaloza and Julien Cayla Introduction Nothing is less real than realism. Details are confusing. It is only by selection, by elimination, by emphasis, that we get at the real meaning of things.(Georgia O'Keeffe) Ethnographic methods are especially well suited to capturing and analyzing consumption behavior. From the multisensorial consumption Mecca of Mall of America (Csaba, 1999) to passengers traveling in Parisian subway trains (Floch, 1989), shoppers ...
The nature of value for consumers has been of central interest in consumer research. However, und... more The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors use participant observation in a community of salsa dancers to explain how an offering becomes valuable at the interfaces between an inner, phenomenological environment, and an outer semiotic-material environment. Three layers signify this interface: 1. Material devices put into action. 2. Sign systems and semiotic interplay. 3. Communities of embodied practices.
This research develops a theoretical account of cultural meanings as integral mechanisms in the n... more This research develops a theoretical account of cultural meanings as integral mechanisms in the normalization of credit/debt. Analysis derives these meanings from the credit/debt discourses and practices of 27 white middle-class consumers in the United States and tracks their negotiation in patterns and trajectories in social and market domains. Discussion elaborates the ways informants normalize credit/debt in transposing their categories,
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
... the heels of lifestyle work has been interpretive work, less interested in crafting market se... more ... the heels of lifestyle work has been interpretive work, less interested in crafting market segments than understanding the central constructs and axes of signification in ... Re-examining the political-economic aspects of this consumption labor in producing meanings is the ...
The author employs critical ethnographic methods to examine empirically marketers&#x2... more The author employs critical ethnographic methods to examine empirically marketers' processes of producing cul-tural meanings at a western stock show and rodeo. Western cultural meanings and values of freedom, naturalism, competition, and family values are produced by ...
... and We're Going Shopping! A Critical Perspective on the Accommodation of Gays an... more ... and We're Going Shopping! A Critical Perspective on the Accommodation of Gays and Lesbians in the US Marketplace Lisa Peñaloza, PhD University of Colorado SUMMARY. ... Lisa Peñaloza is Assistant Professor of Marketing at the University of Colorado. ...
... in various elements of the show, interact with others, learn about the nation's west... more ... in various elements of the show, interact with others, learn about the nation's western heritage, and role-play, hence, the subtitle of this article, animating cultural meaning and memory. Sec-ond, consumers' urban or rural residence and experience with animals and with western ...
This article critically examines the consumption experiences of Mexican immigrants in the United ... more This article critically examines the consumption experiences of Mexican immigrants in the United States. An empirical model of Mexican immigrant consumer acculturation is derived that consists of movement, translation, and adaptation processes leading to outcomes of assimilation, ...
The analytical themes Bettany and Daly pursue touch upon several topics noteworthy in consumer an... more The analytical themes Bettany and Daly pursue touch upon several topics noteworthy in consumer and marketing research past and presentnamely, relationships between consumers and consumption offerings, between marketers and consumers, between academics and practitioners, and between culture and nature. In discussing each, the present article extends Bettany and Daly's insights, posing challenges at once playful and very serious for consumers, marketers, researchers, and public policy analysts.
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
While organizational identity can be a powerful tool for mobilizing and directing organizational ... more While organizational identity can be a powerful tool for mobilizing and directing organizational members, the authors’ findings demonstrate that it can also constrain the process of foreign market adaptation. Drawing from extensive ethnographic fieldwork in India, where they followed several multinational companies, they show how well-entrenched and enduring identities can obstruct the learning and strategic adjustments that are necessary to appeal to consumers in a new market environment. By explaining how organizational identity comes into play as a frame of reference and guiding principle, orienting managers in their efforts to preserve the character of their firm
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.
International Journal of Sociology and Social Policy, 2007
Purpose – This paper aims to examine the nature of market politics in a Latino/a community in Sou... more Purpose – This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA. Design/methodology/approach – Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities in their relation to consumption. Findings – Findings highlight conflicts brought about by the burgeoning development of the consumer market for Mexican
Marketing will transform us into modern beings. Or at least that is the underlying assumption tha... more Marketing will transform us into modern beings. Or at least that is the underlying assumption that lurks behind many conversations occurring in corporate boardrooms. Underlying the academic texts of international marketing and embedded in the everyday practices of marketing departments are the same fundamental ideas: that exposure to more market choices emancipates individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.
Handbook of Qualitative Research Methods in Marketing, 2006
21 Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer re... more 21 Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research Lisa Peñaloza and Julien Cayla Introduction Nothing is less real than realism. Details are confusing. It is only by selection, by elimination, by emphasis, that we get at the real meaning of things.(Georgia O'Keeffe) Ethnographic methods are especially well suited to capturing and analyzing consumption behavior. From the multisensorial consumption Mecca of Mall of America (Csaba, 1999) to passengers traveling in Parisian subway trains (Floch, 1989), shoppers ...
The nature of value for consumers has been of central interest in consumer research. However, und... more The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors use participant observation in a community of salsa dancers to explain how an offering becomes valuable at the interfaces between an inner, phenomenological environment, and an outer semiotic-material environment. Three layers signify this interface: 1. Material devices put into action. 2. Sign systems and semiotic interplay. 3. Communities of embodied practices.
This research develops a theoretical account of cultural meanings as integral mechanisms in the n... more This research develops a theoretical account of cultural meanings as integral mechanisms in the normalization of credit/debt. Analysis derives these meanings from the credit/debt discourses and practices of 27 white middle-class consumers in the United States and tracks their negotiation in patterns and trajectories in social and market domains. Discussion elaborates the ways informants normalize credit/debt in transposing their categories,
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more 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.
... the heels of lifestyle work has been interpretive work, less interested in crafting market se... more ... the heels of lifestyle work has been interpretive work, less interested in crafting market segments than understanding the central constructs and axes of signification in ... Re-examining the political-economic aspects of this consumption labor in producing meanings is the ...
The author employs critical ethnographic methods to examine empirically marketers&#x2... more The author employs critical ethnographic methods to examine empirically marketers' processes of producing cul-tural meanings at a western stock show and rodeo. Western cultural meanings and values of freedom, naturalism, competition, and family values are produced by ...
... and We're Going Shopping! A Critical Perspective on the Accommodation of Gays an... more ... and We're Going Shopping! A Critical Perspective on the Accommodation of Gays and Lesbians in the US Marketplace Lisa Peñaloza, PhD University of Colorado SUMMARY. ... Lisa Peñaloza is Assistant Professor of Marketing at the University of Colorado. ...
... in various elements of the show, interact with others, learn about the nation's west... more ... in various elements of the show, interact with others, learn about the nation's western heritage, and role-play, hence, the subtitle of this article, animating cultural meaning and memory. Sec-ond, consumers' urban or rural residence and experience with animals and with western ...
This article critically examines the consumption experiences of Mexican immigrants in the United ... more This article critically examines the consumption experiences of Mexican immigrants in the United States. An empirical model of Mexican immigrant consumer acculturation is derived that consists of movement, translation, and adaptation processes leading to outcomes of assimilation, ...
The analytical themes Bettany and Daly pursue touch upon several topics noteworthy in consumer an... more The analytical themes Bettany and Daly pursue touch upon several topics noteworthy in consumer and marketing research past and presentnamely, relationships between consumers and consumption offerings, between marketers and consumers, between academics and practitioners, and between culture and nature. In discussing each, the present article extends Bettany and Daly's insights, posing challenges at once playful and very serious for consumers, marketers, researchers, and public policy analysts.
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Papers by Lisa Penaloza
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.
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.
individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set
of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.
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.
as it expands and globalizes, this research offers new insights into foreign market learning and adaptation. The authors extend this analysis to provide valuable recommendations to managers for making organizational identity a more explicit component of global marketing strategy.
individuals and that the unavoidable development of markets worldwide will transform us all into modern consumers. This paradigm, which places Western consumers at the end of history and people from non-Western nations at the beginning, is at the core of marketing’s social imaginary—that is, the set
of values, institutions, and symbols that animate the practice and teaching of marketing. Yet this social imaginary is rarely examined or questioned. This is all the more problematic because of the increasing reach of marketing discourse, tools, and techniques all over the world.