Kipnis, E. orcid.org/0000-0002-7976-0787, Bebek, G. and Bröckerhoff, A. (2021) Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces. Journal of Business Research, 123. pp. 401-414. ISSN 0148-2963
Abstract
Culturally heterogenous and globally interconnected societies represent complex and fluid research fields, in which the multiple and dynamic identity affiliations of researchers intersect with those of research collaborators, contributors and with wider contextual factors. These intersections can shift and distort researchers’ cultural positionality stances. Researcher positionality dynamics and complexities thus pose unique benefits and challenges to epistemological, methodological and ethical aspects of contemporary cultural research within consumer realities. Yet, marketing and consumer research literature lacks frameworks that denote and explicate the dynamic and complex nature of researchers’ cultural positionalities. This paper examines the potential implications of cultural positionality complexity and dynamics for cultural research and develops sensitizing considerations for determining and operationalizing cultural positionalities in individual and collaborative research in multicultural marketplaces.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Elsevier Inc. This is an author produced version of a paper subsequently published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. Article available under the terms of the CC-BY-NC-ND licence (https://creativecommons.org/licenses/by-nc-nd/4.0/). |
Keywords: | researcher cultural positionality; multicultural marketplaces; marketing and consumer research; cultural research methods |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 05 Oct 2020 08:51 |
Last Modified: | 15 Apr 2022 00:38 |
Status: | Published |
Publisher: | Elsevier |
Refereed: | Yes |
Identification Number: | 10.1016/j.jbusres.2020.09.063 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:166012 |
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