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Tackling the Subaltern Quandary: Marketing Systems of Dignity

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posted on 11.08.2020 by SR Jagadale, Djavlonbek Kadirov, D Chakraborty
© 2017, © The Author(s) 2017. The subaltern quandary refers to the failure of a fast-growing economy to improve the abysmal living conditions of marginalized groups. To gain a better insight into this issue, we investigate the subaltern group’s experiences of marketing systems in the context of neo-liberal reforms in rural India. The qualitative analysis of subaltern narratives shows that subaltern experiences are shaped by marketization processes that imbue market relations with new stylized meanings of dignity. Despite these meanings perpetuating limited and distorted constructions, subalterns use them, exemplified in their attempts to minimize their perceived dissimilarity to other marketing system actors, in order to gain access to predominant, albeit flawed, marketing systems. Thus, the status quo is rarely challenged. This research suggests that the subaltern quandary can only be resolved when market development initiatives take human worth as a main goal, while subalterns are empowered with market system creation, design and governance capabilities.

History

Preferred citation

Jagadale, S. R., Kadirov, & Chakraborty, D. (2017). Tackling the Subaltern Quandary: Marketing Systems of Dignity. Journal of Macromarketing, 38(1), 91-111. https://doi.org/10.1177/0276146717740680

Journal title

Journal of Macromarketing

Volume

38

Issue

1

Publication date

03/12/2017

Pagination

91-111

Publisher

SAGE

Publication status

Published

Contribution type

Article

Online publication date

03/12/2017

ISSN

0276-1467

eISSN

1552-6534

Language

en

Exports