Underdeveloped Other in country-of-origin theory and practices
Research output: Contribution to journal › Article › peer-review
- University of Utah
Consumers and marketers employ extant sociocultural discourses to give meaning to the products they consume or sell. In this paper, we present data and analyses that illustrate the manner by which American consumers and marketers draw upon one such sociocultural discourse, development, in the context of "craft" objects. Beyond the focus on discourse, however, our intent is to apply a post-development perspective to the Otherness inherent in country-of-origin (COO) theory and practices. We critique the COO framework and see it as a ramification of, and further creator of, economic difference and hierarchy.
|Number of pages||26|
|Journal||Consumption Markets and Culture|
|Publication status||Published - 1 Sep 2013|