Disciplining the discipline: Understanding postcolonial epistemic ideology in marketing

Rohit Varman*, Biswatosh Saha

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

41 Citations (Scopus)


In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.

Original languageEnglish
Pages (from-to)811-824
Number of pages14
JournalJournal of Marketing Management
Issue number7-8
Publication statusPublished - 1 Jan 2009


  • Critical marketing
  • Devices
  • Discourse
  • Ideology
  • Postcolonial theory

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


Dive into the research topics of 'Disciplining the discipline: Understanding postcolonial epistemic ideology in marketing'. Together they form a unique fingerprint.

Cite this