How Market Research Shapes Market Spatiality A Global Governmentality Perspective

This article focuses on how various ideological representations of the market—most notably the myth of the global market—produce certain effects on the way in which market spaces materialize and simultaneously draw the contours of ideal organizational and consumer subjectivities. We employ a governm...

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Bibliographic Details
Published inJournal of macromarketing Vol. 33; no. 1; pp. 29 - 40
Main Authors Bjerrisgaard, Sofie Møller, Kjeldgaard, Dannie
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.03.2013
SAGE PUBLICATIONS, INC
Subjects
Domestic markets
Ideology
International markets
Marketing
Studies
market research
governmentality
macromarketing
myth markets
globalization
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Summary:This article focuses on how various ideological representations of the market—most notably the myth of the global market—produce certain effects on the way in which market spaces materialize and simultaneously draw the contours of ideal organizational and consumer subjectivities. We employ a governmentality perspective to address global myth market creation and hence the emergence of “glocal” market spaces. That is, the article explores how representations of glocal markets create specific interventions in the form of marketing tactics that subsequently have performative consequences for interorganizational and intraorganizational as well as consumer subject positions.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:0276-1467
1552-6534
DOI:10.1177/0276146712462891