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Scholars who stare at goats: the collaborative circle cycle in creative consumer research

Scholars who stare at goats: the collaborative circle cycle in creative consumer research
Scholars who stare at goats: the collaborative circle cycle in creative consumer research

Purpose - Collaboration is the norm in marketing and consumer research, yet the dynamics of academic cooperation are poorly understood. The aim of this paper is to probe the sociology of collaboration within marketing scholarship by means of a detailed case study of the seminal consumer odyssey. Design/methodology/approach - The paper presents a history of the consumer odyssey based on a range of secondary sources. Findings - The consumer odyssey, one of many collaborate circles in marketing thought, was a seminal moment in the development of marketing research. Practical implications - This paper encourages reflection on the dynamics of collaboration and the collegial character of marketing scholarship. Also, the paper has implications for institutional policy, for example the RAE, which measures research as an individual endeavour. Originality/value - This paper presents a rare reflection on the social dynamics of marketing scholarship. Although it focuses on the interpretive research tradition within consumer research, its findings are relevant to every marketing academic, regardless of their philosophical bent, empirical concern or methodological preference.

Consumer research, Group behaviour, Marketing, Professional education
0309-0566
1396-1414
Bradshaw, Alan
ada5f540-91bc-42ce-895a-be0fa17b2332
Brown, Stephen
b4aaf64c-2032-4715-a9ea-ef5e604b5de1
Bradshaw, Alan
ada5f540-91bc-42ce-895a-be0fa17b2332
Brown, Stephen
b4aaf64c-2032-4715-a9ea-ef5e604b5de1

Bradshaw, Alan and Brown, Stephen (2008) Scholars who stare at goats: the collaborative circle cycle in creative consumer research. European Journal of Marketing, 42 (11-12), 1396-1414. (doi:10.1108/03090560810903727).

Record type: Review

Abstract

Purpose - Collaboration is the norm in marketing and consumer research, yet the dynamics of academic cooperation are poorly understood. The aim of this paper is to probe the sociology of collaboration within marketing scholarship by means of a detailed case study of the seminal consumer odyssey. Design/methodology/approach - The paper presents a history of the consumer odyssey based on a range of secondary sources. Findings - The consumer odyssey, one of many collaborate circles in marketing thought, was a seminal moment in the development of marketing research. Practical implications - This paper encourages reflection on the dynamics of collaboration and the collegial character of marketing scholarship. Also, the paper has implications for institutional policy, for example the RAE, which measures research as an individual endeavour. Originality/value - This paper presents a rare reflection on the social dynamics of marketing scholarship. Although it focuses on the interpretive research tradition within consumer research, its findings are relevant to every marketing academic, regardless of their philosophical bent, empirical concern or methodological preference.

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More information

Published date: 2008
Keywords: Consumer research, Group behaviour, Marketing, Professional education

Identifiers

Local EPrints ID: 414118
URI: https://eprints.soton.ac.uk/id/eprint/414118
ISSN: 0309-0566
PURE UUID: 564413ca-6935-4696-8d96-7861f6b20a1b

Catalogue record

Date deposited: 14 Sep 2017 16:32
Last modified: 26 Oct 2018 16:30

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