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- Title
Marketing Thought in India: Challenges of Hegemony and Inclusivity.
- Authors
Varman, Rohit
- Abstract
Hegemony has been described by Antonio Gramsci (1971, p. 12) as "the spontaneous consent given by the great masses of the population to the general direction imposed on social life by the dominant fundamental group; this consent is historically caused by the prestige which the dominant group enjoys because of its position and function in the world of production." In the last four hundred years of global transformation to capitalism as a system, the West has acquired a hegemonic status. In the last fifty years of marketing thought in India, the hegemony of the West is strongly evident. The hegemonic status manifests itself in three significant ways in the discipline. First, it reduces the possibility of independent work within the discipline and confines it to a subordinate position of the mainstream scholarship in the West. Second, it fails to engage with past marketing practices in the country and becomes a discipline that is ahistorical. Third, borrowing from the mainstream academic concerns of the West, Indian marketing thought becomes an exclusive zone of engagement that overlooks its vast subaltern population. My analysis of marketing thought in India helps to uncover the role of postcolonial epistemic ideology in shaping the discipline. I interpret postcolonial epistemic ideology as ideas about knowledge claims in a discipline that arise out of the material structure of a society with a colonial past in which the disciplinary space is embedded (Varman & Saha, 2009). I elaborate on these three areas in the rest of this writing.
- Subjects
INDIA; PROFIT maximization; HEGEMONY; MARKETING; GRAMSCI, Antonio, 1891-1937; CAPITALISM; POSTCOLONIALISM
- Publication
Vikalpa: The Journal for Decision Makers, 2014, Vol 39, Issue 2, p1
- ISSN
0256-0909
- Publication type
Article
- DOI
10.1177/0256090920140202