12 research outputs found
Power logics of consumersâ gendered (in)justices: reading reproductive health interventions through the Transformative Gender Justice Framework
Global gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to powerâan aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we augment the TGJF by building out the power logics and by empirically testing it through an assessment of the reproductive market in Uganda. We capture macro-, meso-, and micro-level power asymmetries, and explore how bio-power and control over resources melds with local gender relations and agentic practices that i) leave social marketing efforts misaligned with embodied realities, and ii) result in dichotomies and tensions in the reproductive health market as the North-South strive to define the modern-traditional, medical-pleasurable, and women-men nature of contraceptives
Transformative intersectionality: moving business towards a critical praxis
Drawing on intersectionalityâs historical feminist roots of critical praxis and recent re-radicalization of the theory, this paper urges for an expansion of the concept of intersectionality in business and marketing-related studies. To extend the transformative potential of intersectionality theory, we call for scholars and practitioners to move beyond the study of intersecting identity markers (e.g., gender, race, class) to include assessments of power structures and intersectional oppressions. We propose the transformative intersectional framework (TIF) to help scholars and practitioners to explore sources of oppressions more deeply and broadly. We illustrate the analytical capability of the TIF by examining a much lauded business-to-business service that seeks social justice and changeâdiversity training programs. Using the TIF, we identify the inherent and (in)visible complexities of injustices with which organizations must grapple. We close by demonstrating how the TIF can enrich practice and propose recommendations for action
The renaissance of gender equality research and sustainable development in the academic context of marketing: championing paths forward
The United Nations (UN) Sustainable Development Goal (SDG) of gender equality and the empowerment of all women and girls (SDG #5) is cited as interlinked with other SDGs. One often hears that âGlobal Goals cannot be achieved without ensuring gender equality and womenâs empowermentâ (UN, 2015) and that âgender equality is critical to all areas of a healthy society, from reducing poverty (SDG #1) to promoting health (SDG #3) and education (SDG #4), and to the protection of the well-being of girls and boysâ (UN, 2016). Despite its importance, business academics have been slow to acknowledge issues surrounding gender equality amongst other SDGs. This chapter argues that despite these challenges, gender research in the wider field of marketing is experiencing a renaissance, fueled in part by global, political and social movements, and in part by the persistence of academics studying these connections. Three research areas for championing a path forwardâgender violence, intersectionality, and local and global perspectives in marketing are presented. The translation of this research to inquiry based and transformative learning is particularly emphasized. Lastly, the chapter calls for and advocates ongoing and future efforts to keep the momentum of gender and sustainability issues at the forefront of the marketing field. Using marketing as an illustration for wider business disciplines, it is their role to recognize and become key drivers in shaping sustainable development
The Cultural Construction of Brazilian Bodies and Status
The rewards of success in emerging markets are potentially huge, and as luxury companies continue to expand their global reach, they will need to continually assess if their current strategy is delivering competitive advantage. Luxury Brands in Emerging Markets is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies. Emerging markets are incessantly evolving and the continuous need for new market intelligence will be critical in addressing complex issues and delivering business success. It is these new insights at the very frontiers of new knowledge and practice that will provoke dialogue and debate in the boardroom, as well as in classrooms that are preparing future luxury company executives
International Journal of Electronic Marketing and Retailing
The world of electronic marketing is continuously evolving. Marketing theories and practices must adapt to these new technological and social scenarios. IJEMR addresses this evolution by analysing new theories and practices as they emerge with particular focus on electronic retailing. Current technological and quantitative approaches to e-marketing, treating consumer relations as a database problem, are insufficient for a deeper understanding of the implications of this evolution. IJEMR fills this gap, fostering new cutting-edge approaches to e-marketing, e-consumers and e-tailing
Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: a commentary on 2019 Marketing Climate Survey
We would like to thank Russell Winer and the editorial board of Marketing Letters for providing us with an opportunity to respond to the article entitled, â2019 Academic Marketing Climate Survey: Motivation, Results, and Recommendations,â by Galak and Kahn in this issue. We applaud these two scholars for their initiative and consider our group to be an important ally in raising awareness of the widespread nature and seriousness of gender discrimination, harassment and assault (DHA hereafter) in our field
Bonding of composite resins to PEEK: the influence of adhesive systems and air-abrasion parameters
Como ser homem e ser belo? Um estudo exploratório sobre a relação entre masculinidade e o consumo de beleza How to be a man and be beautiful? An exploratory study on male practices of consumption of beauty
Mudanças recentes vĂȘm afetando as fronteiras de gĂȘnero: masculinidade e feminilidade mostram, em muitas situaçÔes, delimitaçÔes tĂȘnues. PorĂ©m, muitos ideais tradicionais de gĂȘnero persistem no subconsciente do indivĂduo (Goldenberg, 2000). A identidade masculina Ă© construĂda a partir da negação - negando atributos relacionados Ă mulher, Ă criança ou ao homossexual - e aqueles que se consideram fora do padrĂŁo dominante de masculinidade ainda demonstram medo de serem vistos como homossexuais (Badinter, 1993, e outros). O consumo de beleza estĂĄ associado ao desejo de promover um aumento da atratividade fĂsica e a obtenção dos benefĂcios sociais correspondentes (Bloch e Richins, 1992). Como a atratividade fĂsica Ă© considerada um elemento central da feminilidade, o consumo de prĂĄticas de beleza costuma ser maior entre as mulheres. A identidade de gĂȘnero masculina estĂĄ associada a menor preocupação com a aparĂȘncia, assim, os homens estĂŁo menos inclinados a adotarem prĂĄticas de beleza. Neste contexto, como pesquisar o tema beleza entre os homens? O objetivo deste estudo exploratĂłrio foi contribuir para uma melhor compreensĂŁo sobre o consumidor masculino de produtos e serviços de beleza, refletindo sobre padrĂ”es estĂ©ticos e prĂĄticas relacionadas Ă beleza masculina. Os relatos foram obtidos atravĂ©s de entrevistas em profundidade, usando tambĂ©m tĂ©cnica projetiva, com dez jovens homens de classe econĂŽmica alta no Rio de Janeiro. Diversos aspectos das prĂĄticas de beleza sĂŁo manipulados pelos entrevistados na caracterização de papĂ©is sociais e na construção das identidades de gĂȘnero. Poucas foram as prĂĄticas de beleza identificadas como permitidas para o gĂȘnero masculino. Eles vĂȘem a beleza como facilitadora das relaçÔes sociais e amorosas, mas sucesso profissional e inteligĂȘncia ainda parecem mais importantes. Homem nĂŁo precisa ser bonito. E nĂŁo deve se esforçar - ou demonstrar que se esforça - para ser belo. O corpo belo deve ser "efeito colateral" da busca por saĂșde ou do gosto por esportes. Os relatos sugerem uma estreita associação entre os cuidados de beleza e feminilidade. EntĂŁo, como ser bonito e masculino ao mesmo tempo? Como cuidar da beleza sem ser mulher? Para preservar a masculinidade Ă© preciso que o comportamento masculino de consumo de produtos e serviços de beleza mantenha-se distante do feminino. Assim, o comportamento da mulher parece servir como um ponto de referĂȘncia para os entrevistados: eles observam tempo, dedicação e investimento financeiro das mulheres em relação Ă beleza e, a partir daĂ, iniciam sua construção do que Ă© 'permitido' ou 'proibido' para suas prĂĄticas de beleza.<br>Recent changes have affected the boundaries of gender: masculinity and femininity show, in many situations, blurred boundaries. Even so, many traditional gender ideals still exist in the subconscious of the individual (Goldenberg, 2000). The masculine identity is constructed out of denial - denying the attributes related to women, children or homosexual - and those who consider themselves outside the dominant pattern of masculinity still have fear of being perceived as gay (Badinter, 1993; among others). The consumption of beauty products is associated with the desire to promote an increase in physical attractiveness and achievement of the corresponding social benefits (Bloch and Richins, 1992). Because physical attractiveness is considered a central element of femininity, the consumption practices of beauty is often more important in the construction of women's identity. However, the male gender identity is associated with less concern with appearance, as a consequence, men have less inclination to adopt beauty practices. In this context, how to research such topic as beauty among men? This study aimed to a better understanding of the male consumer of beauty products and services, reflecting on aesthetic values and practices related to male beauty. Data were obtained through in-depth interviews using projective techniques as well, with ten young men of high socioeconomic status in Rio de Janeiro. Several aspects of the practices of beauty seemed to be manipulated by respondents in the characterization of social roles and the construction of gender identities. Few were the practices of beauty identified as allowed for males. They do see beauty as a facilitator of social relations, but intelligence and professional success are seem as more important. Man do not need to be beautiful. And he must not strive - or demonstrate that strives - to be beautiful. The beautiful body must be a "side effect" of search for health or taste for sports. Their accounts suggest a close association between beauty care and femininity. So, how to be beautiful and masculine at the same time? How to take care of beauty without being a woman? In order to preserve the maleness is necessary that the male consumption behavior of beauty products and services remain distant from the feminine. Thus, women's behavior seems to serve as a reference point for the interviewees: they observe time, effort and financial investment women devote to beauty and, thereafter, they start their construction of what is 'allowed' or 'forbidden' concerning their beauty practices