Handbook of Research on Gender and Marketing
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Handbook of Research on Gender and Marketing

Edited by Susan Dobscha

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
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Chapter 3: Gender East and West: transnational gender theory and global marketing research

Katherine C. Sredl


Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space, however, does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. In this chapter, I use the history of feminist thought in Yugoslavia and Croatia to highlight the contributions the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an extension of the current perspective on researching global gender and marketing that continues its social justice focus and includes a transnational approach. Such an approach allows for future research that attends to the differences among women in global regions, acknowledges the diversity of experiences of oppression, and gives voice to local feminist thought and activism.

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