Olga Kravets - Academia.edu (original) (raw)
Papers by Olga Kravets
Marketing Management, 2020
This chapter highlights the poles of global/local and standardization/adaptation and calls for a ... more This chapter highlights the poles of global/local and standardization/adaptation and calls for a focus on the specific interaction between a local context and the global forces while forming a glocalization strategy. It focuses on a key question managers try to answer: what is the right marketing approach for a fi rm operating in international markets? The decision of if and how to tailor their marketing offerings to global/local market dynamics is fundamental in defi ning the marketing strategy of both transnationals and local companies in emergent markets. We describe how emergent market companies can successfully compete with transnational giants by developing brands that serve consumers bridge various sociocultural tensions in their daily lives. We focus on one such tension: the alluring global and the comforting local. Two cases – a Russian brand of cosmetics, Green Mama and a Turkish brand of cola, Cola Turka – demonstrate effective business solutions that bridge the desire for both the local and the global. These cases also underscore that the specifi cs of the design and implementation of glocalization as well as cultural analysis of the sociohistorical context of a national market are vital for successful marketing.
Feminist perspectives expose many gendered ideologies embedded in marketing and consumption pheno... more Feminist perspectives expose many gendered ideologies embedded in marketing and consumption phenomena, as well as the unequal power relations that underpin them. Initially critiques came from outside the marketing and consumer research disciplines, led by second wave feminists in the 1960s and 70s. Activists such as Friedan (1963) saw marketers as being complicit in a patriarchal system that sought to manipulate and control women through domesticity. They targeted advertising in particular where negative female stereotypes abounded, stereotypes that served to reinforce passive, decorative models of femininity.
Supplementary_Table_1 for The Uniform Entrepreneur: Making Gender Visible in Social Enterprise by... more Supplementary_Table_1 for The Uniform Entrepreneur: Making Gender Visible in Social Enterprise by Olga Kravets, Chloe Preece and Pauline Maclaran in Journal of Macromarketing
This comprehensive and authoritative sourcebook offers academics, researchers and students an int... more This comprehensive and authoritative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism-particularly in the media as well as the academy-with younger women discovering that patriarchal structures and strictures still limit women's development and life opportunities. The "F" word is back on the agenda-made high profile by campaigns such as #metoo and #timeisup. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women's exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex interrelationship of feminism and marketing.
The light is from the East… not only the liberation of the working class. The light is from the E... more The light is from the East… not only the liberation of the working class. The light is from the East – in a new relation to man, to woman, and to objects. Objects in our hands should also be equal, also be comrades, and not black, gloomy slaves like they have here. The art of the East should be nationalized and rationed out. Objects will be understood, will become people’s friends and comrades, and people will begin to know how to laugh and enjoy and converse with things…
A group of students accompanied us on a trip to Mardin, a historical city they had never seen bef... more A group of students accompanied us on a trip to Mardin, a historical city they had never seen before, and had a long day visiting numerous historical sites and climbing uphill. While taken by the beauty of the architecture and the scenery, everyone was reaching total ...
The increase in children’s consumption of ‘adult’ fashions leads to concerns about the disappeara... more The increase in children’s consumption of ‘adult’ fashions leads to concerns about the disappearance of childhood and sexualizing children at younger ages. The purpose of this conceptual paper, which also includes a pilot study in Italy, is to discuss these concerns and arguments and to provide guidelines for future research. We explored the role of fashion consumption in disappearance of childhood and reconstitution of youth through a discourse analysis about girls’ clothing preferences and the related ambiguities of age, sexuality and identity. Analysis of secondary data, current happenings, and observations imply that aging and sexualizing youth can signify agency and desire of young girls to be mature and independent but it can also be a consequence of different socializing agents, such as marketing institutions, market manipulations, and family dynamics. Our literature review and results of the pilot study further reveal that the topic has macro implications and importance.
inShare The Persistence of a “Traditional” Practice: Turkish Tea Encounters Glocal Changes Olga K... more inShare The Persistence of a “Traditional” Practice: Turkish Tea Encounters Glocal Changes Olga Kravets, Bilkent University Guliz Ger, Bilkent University We examine how a mundane practice, such as tea-drinking in Turkey, can persist in the global era of changes and diversity, and against the projects and values of modernity and globalization. We find that it survives through the ethos of “traditional” Turkish tea, (re)presenting Turkish culture - values of sociality, characteristic artifacts, and institutions such as the family. It continues by flexible interpretation and practice of canons which in turn afford measured inclusion of new materials and discourses; and through fleeting and/or punctuated enactments of sociality. We show that a routine can persist by becoming special in some spaces and at certain times. However, such transformation does not preclude its ongoing existence as a mundane practice. That is, the ordinary and the special are not divided realms.
Marketing Theory, 2021
There is no known time in history, nor known human community without laughter. Laughter imbues ou... more There is no known time in history, nor known human community without laughter. Laughter imbues our social life. Laughter dominates our daily interactions, perhaps more visibly so on social media, where it is now a weapon wielded frequently against marketers. Yet, marketing theory paid little attention to laughter as a social phenomenon or a collective consumer (re)action. This article begins to address this neglect through an integrative review of theories of laughter and specifically by introducing Mikhail Bakhtin’s notion of a laughing chorus. I engage the notion as a way to understand the internet publics’ rowdy laughter directed at marketing. I show that seemingly nihilistic, irresponsible and discordant laughter is nonetheless an efficacious and notably polyvocal social commentary. To probe further the power of a laughing chorus, I draw on the works of Henri Bergson and Alenka Zupancic and elaborate on laughter as a form of expression that does not depend on reason and argument...
Journal of Macromarketing, 2020
This paper extends the macromarketing debates on gender by considering how gender ideology acts a... more This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neolib...
Journal of Macromarketing, 2020
This paper extends the macromarketing debates on gender by considering how gender ideology acts a... more This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken's path to becoming entrepreneurial "woman of the year" reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersec...
Technological Forecasting and Social Change, 2019
Journal of Macromarketing, 2018
Introduction to the Special Issue on CCT perspectives on Macromarketing
Journal of Macromarketing, 2017
Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to s... more Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to start understanding that.” In my commentary, I seek to complicate and extend this statement on tools or technology by drawing attention to the magic of technology, and how it simultaneously obscures the view of things and invites a fetishistic belief in technological efficacy to change the world. I argue that we must deepen our discussion of technology and start questioning the many ways that today’s technology orders the social world and humans.
Time, Consumption and Everyday Life : Practice, Materiality and Culture
Journal of Macromarketing, 2014
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and tra...
Marketing Management, 2020
This chapter highlights the poles of global/local and standardization/adaptation and calls for a ... more This chapter highlights the poles of global/local and standardization/adaptation and calls for a focus on the specific interaction between a local context and the global forces while forming a glocalization strategy. It focuses on a key question managers try to answer: what is the right marketing approach for a fi rm operating in international markets? The decision of if and how to tailor their marketing offerings to global/local market dynamics is fundamental in defi ning the marketing strategy of both transnationals and local companies in emergent markets. We describe how emergent market companies can successfully compete with transnational giants by developing brands that serve consumers bridge various sociocultural tensions in their daily lives. We focus on one such tension: the alluring global and the comforting local. Two cases – a Russian brand of cosmetics, Green Mama and a Turkish brand of cola, Cola Turka – demonstrate effective business solutions that bridge the desire for both the local and the global. These cases also underscore that the specifi cs of the design and implementation of glocalization as well as cultural analysis of the sociohistorical context of a national market are vital for successful marketing.
Feminist perspectives expose many gendered ideologies embedded in marketing and consumption pheno... more Feminist perspectives expose many gendered ideologies embedded in marketing and consumption phenomena, as well as the unequal power relations that underpin them. Initially critiques came from outside the marketing and consumer research disciplines, led by second wave feminists in the 1960s and 70s. Activists such as Friedan (1963) saw marketers as being complicit in a patriarchal system that sought to manipulate and control women through domesticity. They targeted advertising in particular where negative female stereotypes abounded, stereotypes that served to reinforce passive, decorative models of femininity.
Supplementary_Table_1 for The Uniform Entrepreneur: Making Gender Visible in Social Enterprise by... more Supplementary_Table_1 for The Uniform Entrepreneur: Making Gender Visible in Social Enterprise by Olga Kravets, Chloe Preece and Pauline Maclaran in Journal of Macromarketing
This comprehensive and authoritative sourcebook offers academics, researchers and students an int... more This comprehensive and authoritative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism-particularly in the media as well as the academy-with younger women discovering that patriarchal structures and strictures still limit women's development and life opportunities. The "F" word is back on the agenda-made high profile by campaigns such as #metoo and #timeisup. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women's exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex interrelationship of feminism and marketing.
The light is from the East… not only the liberation of the working class. The light is from the E... more The light is from the East… not only the liberation of the working class. The light is from the East – in a new relation to man, to woman, and to objects. Objects in our hands should also be equal, also be comrades, and not black, gloomy slaves like they have here. The art of the East should be nationalized and rationed out. Objects will be understood, will become people’s friends and comrades, and people will begin to know how to laugh and enjoy and converse with things…
A group of students accompanied us on a trip to Mardin, a historical city they had never seen bef... more A group of students accompanied us on a trip to Mardin, a historical city they had never seen before, and had a long day visiting numerous historical sites and climbing uphill. While taken by the beauty of the architecture and the scenery, everyone was reaching total ...
The increase in children’s consumption of ‘adult’ fashions leads to concerns about the disappeara... more The increase in children’s consumption of ‘adult’ fashions leads to concerns about the disappearance of childhood and sexualizing children at younger ages. The purpose of this conceptual paper, which also includes a pilot study in Italy, is to discuss these concerns and arguments and to provide guidelines for future research. We explored the role of fashion consumption in disappearance of childhood and reconstitution of youth through a discourse analysis about girls’ clothing preferences and the related ambiguities of age, sexuality and identity. Analysis of secondary data, current happenings, and observations imply that aging and sexualizing youth can signify agency and desire of young girls to be mature and independent but it can also be a consequence of different socializing agents, such as marketing institutions, market manipulations, and family dynamics. Our literature review and results of the pilot study further reveal that the topic has macro implications and importance.
inShare The Persistence of a “Traditional” Practice: Turkish Tea Encounters Glocal Changes Olga K... more inShare The Persistence of a “Traditional” Practice: Turkish Tea Encounters Glocal Changes Olga Kravets, Bilkent University Guliz Ger, Bilkent University We examine how a mundane practice, such as tea-drinking in Turkey, can persist in the global era of changes and diversity, and against the projects and values of modernity and globalization. We find that it survives through the ethos of “traditional” Turkish tea, (re)presenting Turkish culture - values of sociality, characteristic artifacts, and institutions such as the family. It continues by flexible interpretation and practice of canons which in turn afford measured inclusion of new materials and discourses; and through fleeting and/or punctuated enactments of sociality. We show that a routine can persist by becoming special in some spaces and at certain times. However, such transformation does not preclude its ongoing existence as a mundane practice. That is, the ordinary and the special are not divided realms.
Marketing Theory, 2021
There is no known time in history, nor known human community without laughter. Laughter imbues ou... more There is no known time in history, nor known human community without laughter. Laughter imbues our social life. Laughter dominates our daily interactions, perhaps more visibly so on social media, where it is now a weapon wielded frequently against marketers. Yet, marketing theory paid little attention to laughter as a social phenomenon or a collective consumer (re)action. This article begins to address this neglect through an integrative review of theories of laughter and specifically by introducing Mikhail Bakhtin’s notion of a laughing chorus. I engage the notion as a way to understand the internet publics’ rowdy laughter directed at marketing. I show that seemingly nihilistic, irresponsible and discordant laughter is nonetheless an efficacious and notably polyvocal social commentary. To probe further the power of a laughing chorus, I draw on the works of Henri Bergson and Alenka Zupancic and elaborate on laughter as a form of expression that does not depend on reason and argument...
Journal of Macromarketing, 2020
This paper extends the macromarketing debates on gender by considering how gender ideology acts a... more This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken’s path to becoming entrepreneurial “woman of the year” reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersects with neolib...
Journal of Macromarketing, 2020
This paper extends the macromarketing debates on gender by considering how gender ideology acts a... more This paper extends the macromarketing debates on gender by considering how gender ideology acts as a macro-level constraint to developing sustainable initiatives. While the macromarketing literature has long considered the significance of social enterprise and nonprofits, gender has not been theorized within these studies. In redressing this gap we examine the case of the Uniform Project, spearheaded by disaffected advertising executive and enthusiastic social entrepreneur, Sheena Matheiken. Our critical interrogation of the project shows that Matheiken's path to becoming entrepreneurial "woman of the year" reinforces a gendered model of social entrepreneurship. We also expose the role of media and the forums designed to encourage social innovations in gendering, thus stifling, a social enterprise. We reaffirm the importance of theorizing gender ideology in macromarketing and submit that any such theorization must recognize and account for the ways that gender intersec...
Technological Forecasting and Social Change, 2019
Journal of Macromarketing, 2018
Introduction to the Special Issue on CCT perspectives on Macromarketing
Journal of Macromarketing, 2017
Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to s... more Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to start understanding that.” In my commentary, I seek to complicate and extend this statement on tools or technology by drawing attention to the magic of technology, and how it simultaneously obscures the view of things and invites a fetishistic belief in technological efficacy to change the world. I argue that we must deepen our discussion of technology and start questioning the many ways that today’s technology orders the social world and humans.
Time, Consumption and Everyday Life : Practice, Materiality and Culture
Journal of Macromarketing, 2014
Situated at the intersection of markets and development, this commentary aims to promote a cross-... more Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and tra...