Disciplining the discipline: Understanding postcolonial epistemic ideology in marketing

Rohit Varman, Biswatosh Saha

    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


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