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Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey

Author

Listed:
  • Tonya Williams Bradford

    (The University of California at Irvine)

  • Vanessa Gail Perry

    (The George Washington University)

Abstract

Diversity serves to enrich decision-making, innovation, reputation, and performance. The marketing academy, a microcosm of business and society, is making slow advances in diversity efforts. The study by Galak and Kahn (2021) seeks to codify experiences of gender and race within the marketing academy to elevate awareness and to provide recommendations that may address some of the issues raised. In this commentary, we focus on opportunities to more deeply investigate the complex impact of race on careers and advancement in the marketing academy. Essential further research would advance our understanding of the role of systemic racism—and how it affects the people who are given opportunities to become scholars as well as the research they are encouraged to conduct or can successfully publish in top journals. To more fully understand the climate for traditionally underrepresented faculty members in the USA, it likely necessitates a multi-method approach to generate understanding and insights before developing potential recommendations. To address these types of research questions, we propose a set of studies that would allow an understanding of not only how individuals experience racism, but also how that racism is perpetuated through university admissions, hiring, and promotion decisions. We not only recommend approaches to understand how to increase the presence of historically underrepresented groups in Marketing academia, but also how to enable the full integration and participation of these scholars at all levels in the academic hierarchy, and across all types of institutions.

Suggested Citation

  • Tonya Williams Bradford & Vanessa Gail Perry, 2021. "Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey," Marketing Letters, Springer, vol. 32(3), pages 299-306, September.
  • Handle: RePEc:kap:mktlet:v:32:y:2021:i:3:d:10.1007_s11002-021-09580-w
    DOI: 10.1007/s11002-021-09580-w
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    References listed on IDEAS

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    1. Akon E. Ekpo & Benét DeBerry-Spence & Geraldine Rosa Henderson & Joseph Cherian, 2018. "Narratives of technology consumption in the face of marketplace discrimination," Marketing Letters, Springer, vol. 29(4), pages 451-463, December.
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    3. Guillaume D. Johnson & Kevin D. Thomas & Anthony Kwame Harrison & Sonya A. Grier, 2019. "Race in the Marketplace - Crossing Critical Boundaries," Post-Print hal-02290001, HAL.
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    Cited by:

    1. Jeff Galak & Barbara E. Kahn, 2021. "2019 Academic Marketing Climate Survey: response to commentaries," Marketing Letters, Springer, vol. 32(3), pages 349-350, September.
    2. Verdiana Giannetti & Jieke Chen, 2023. "An investigation of the impact of Black male and female actors on US movies’ box-office across countries," Marketing Letters, Springer, vol. 34(2), pages 269-291, June.
    3. Aparna A. Labroo & Natalie Mizik & Russell S. Winer, 2021. "Introduction to special issue on gender and ethnicity in the marketing professoriate," Marketing Letters, Springer, vol. 32(3), pages 273-274, September.

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