Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces

Eva Kipnis, Gaye Bebek, Aurelie Brockerhoff

    Research output: Contribution to journalArticlepeer-review

    3 Citations (Scopus)
    96 Downloads (Pure)


    Culturally heterogenous and globally interconnected societies represent complex and fluid research fields, in which the multiple and dynamic identity affiliations of researchers intersect with those of research collaborators, contributors and with wider contextual factors. These intersections can shift and distort researchers’ cultural positionality stances. Researcher positionality dynamics and complexities thus pose unique benefits and challenges to epistemological, methodological and ethical aspects of contemporary cultural research within consumer realities. Yet, marketing and consumer research literature lacks frameworks that denote and explicate the dynamic and complex nature of researchers’ cultural positionalities. This paper examines the potential implications of cultural positionality complexity and dynamics for cultural research and develops sensitizing considerations for determining and operationalizing cultural positionalities in individual and collaborative research in multicultural marketplaces.
    Original languageEnglish
    Pages (from-to)401-414
    Number of pages14
    JournalJournal of Business Research
    Early online date15 Oct 2020
    Publication statusPublished - Feb 2021

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 123, (2021)] DOI: 10.1016/j.jbusres.2020.09.063

    © 2021, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/


    European Commission


    • Cultural research methods
    • Marketing and consumer research
    • Multicultural marketplaces
    • Researcher cultural positionality

    ASJC Scopus subject areas

    • Marketing


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