English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Critics often associate West-centric knowledge hierarchies in marketing (as well as in business and management studies) with (neo)colonialism, academic journal ranking fetishism, resource scarcity in non-Western societies, and the domination of the English Language in the international scholarly landscape. I advance this debate by examining the role non-Western societies themselves have played in reinforcing the phenomenon. Using the Muslim Middle East as a context, I argue that the coupling of the institutions of state politics and religion during the 20th century has negatively influenced the development of social sciences. I show how unreflexive Islamic civilizational revivalism has paradoxically contributed to the reproduction of the same hegemonic discourse it intended to repudiate. These, I argue, are the outcomes of the institutional arrangements that Western colonial/imperial powers have left behind in subordinate societies. I conclude by inviting researchers in both Western and non-Western contexts to develop a sense of self-reflexivity, one that can help create more consciousness about how what they write can impact upon self and others.

marketing theory

The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research