In this paper, I argue that an elevated macro level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I...

The thesis of this paper is that, although the classroom is arguably a place where the contradiction between CMS and the aspirations of (would-be) managers is particularly salient and potentially conflictive, it can also be a place where some of these conflicts and contradictions can be...