ACR 2009 Doctoral Consortium Plenary

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A Plenary Address to the 2009 Association for Consumer Research Doctoral Symposium. Robert V. Kozinets on "Where to Find Good Ideas." See accompanying notes on the Brandthroposophy blog at …

A Plenary Address to the 2009 Association for Consumer Research Doctoral Symposium. Robert V. Kozinets on "Where to Find Good Ideas." See accompanying notes on the Brandthroposophy blog at www.kozinets.net

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  • 1. Where to Find Good Ideas A Presentation to the ACR Doctoral Consortium 2009 October 22, 2009 Pittsburgh, PN Robert V. Kozinets Schulich School of Business, York University Thursday, November 12, 2009 1
  • 2. Researching Research • From Ideas to • Cultivation to • Communication • Ideas about Ideas • Cultivating Research Cultivation • Communicating about Communication Thursday, November 12, 2009 2
  • 3. Thursday, November 12, 2009 3
  • 4. Thursday, November 12, 2009 4
  • 5. ESPN Zone Chicago circa June 2009 Thursday, November 12, 2009 5
  • 6. American Girl Place circa June 2003 Chicago Thursday, November 12, 2009 6
  • 7. Thursday, November 12, 2009 7
  • 8. The Autobiographical Nature of the Research Enterprise • when I was nine years old • Sidney Levy (1996), “Stalking the Amphisbaena” Thursday, November 12, 2009 8
  • 9. The Autobiographical Nature of the Research Enterprise • introspection is inevitable • introspection is another word for being self- conscious, aware, thoughtful, having ideas • we all need our introspections Thursday, November 12, 2009 9
  • 10. The Autobiographical Nature of the Research Enterprise • Shopping • Credit Cards • Ethnic Identity • “Upper-Class WASPs as Consumers” • Popular Culture • “The Ideology of Consumption: A Structural- Syntactical Analysis of Dallas and Dynasty” • Hedonic Consumption • Aesthetic Consumption • Compulsion and Addiction • Animals and Pets • Ancestry and DNA Testing Thursday, November 12, 2009 10
  • 11. People don't choose their careers; they are engulfed by them. -John Dos Passos, American artist and novelist Thursday, November 12, 2009 11
  • 12. Follow your bliss • Follow your bliss and the universe will open doors for you where there were only walls • -Joseph Campbell Thursday, November 12, 2009 12
  • 13. Try to transform • We live on a wounded world, in a complex society filled with pressing challenges • Consumption, marketing, business, and policy relate directly to many of these issue Thursday, November 12, 2009 13
  • 14. They come in big piles ....follow the map Thursday, November 12, 2009 14
  • 15. They are alive and organic ...they grow in emergent ways Thursday, November 12, 2009 15
  • 16. Cultivation I • Ideation • Imagination • Creation • Preoccupation • Edification Thursday, November 12, 2009 16
  • 17. What’s “Interesting” • Murray Davis (1971), “That's Interesting!: Towards a Phenomenology of Sociology and a Sociology of Phenomenology,” Philosophy of the Social Sciences, 1971, 1, 309-344. • “Interesting" vs. "non-interesting" theories = in wide circulation (e.g., is cited in textbooks, taught in courses) • Structure: • 1) "It has long been thought . . .” • 2) "But this is false . . .” • 3) "We have seen instead that . . .” • 4) “And further investigation is necessary to . . . Thursday, November 12, 2009 17
  • 18. “An interesting proposition was always the negation of an accepted one.” Thursday, November 12, 2009 18
  • 19. Cultivation II • Fluctuation • Nullification • Purification • Degeneration • Humiliation • Accommodation Thursday, November 12, 2009 19
  • 20. What’s a “Contribution”? • Karen Locke and Karen Golden-Biddle (1997), “Constructing Opportunities for Contribution: Structuring Intertextual Coherence and “Problematizing" in Organizational Studies, Academy of Management Journal; 40 (Oct), 1023-1062. • Analyses revealed two key strategies for establishing a contribution Thursday, November 12, 2009 20
  • 21. Contributions were established by organizing existing knowledge into a “literature” and then subverting or problematizing it. Thursday, November 12, 2009 21
  • 22. Cultivation III • Deification • Desperation • Obligation • Destination • Congratulation Thursday, November 12, 2009 22
  • 23. "If openness means to 'go with the flow', it is necessarily an accommodation to the present. That present is so closed to doubt about so many things impeding the progress of its principles that unqualified openness to it would mean forgetting the despised alternatives to it, knowledge of which makes us aware of what is doubtful in it." (Allan Bloom, "The Closing of the American Mind”) Thursday, November 12, 2009 23
  • 24. "If what is at stake is an understanding of geographical and historical variations in the sexual division of productive and reproductive labor, of contemporary local and regional variations in female wage labor and women's work outside the formal economy, of on-the-ground variations in the everyday content of women's lives, inside and outside of their families, then it must be recognized that, at some nontrivial level, none of the corporal practices associated with these variations can be severed from spatially and temporally specific linguistic practices, from languages that not only enable the conveyance of instructions, commands, role depictions and operating rules, but that also regulate and control, that normalize and spell out the limits of the permissible through the conveyance of disapproval, ridicule and reproach.” (Allan Pred, 1984, Place as Historically- Contingent Process) Thursday, November 12, 2009 24
  • 25. • Virtuous • Challenging • Hard to disagree with Thursday, November 12, 2009 25
  • 26. The Art of Rhetoric • Rhetoric is one of the arts of using language as a means to persuade. Along with grammar and logic or dialectic, rhetoric is • One of the three ancient linguistic arts (ancient Greece) • The use of language as a means to persuade • How public speakers and writers move audiences to action with arguments Thursday, November 12, 2009 26
  • 27. Whose Impact? Academic Colleagues Thursday, November 12, 2009 27
  • 28. Impacting Which Who is reading you? Constitutents? Thursday, November 12, 2009 28
  • 29. Thursday, November 12, 2009 29
  • 30. Thursday, November 12, 2009 30
  • 31. Degrees of Re(se)a(r)ch • Doesn’t get written or distributed in any form – 85-90% of all academics do not “regularly” publish • Doesn’t even get cited in your sub-field – 77% of all business research is never, ever cited--not even once (David Hamilton 1991) • Doesn’t get cited beyond your sub-field • Doesn’t get cited beyond your field • Doesn’t get cited by academics working in other disciplines Thursday, November 12, 2009 31
  • 32. Degrees of Re(se)a(r)ch • Doesn’t make its way into your own and other’s teaching • Doesn’t influence consulting or the practice of business • Doesn’t get people on blogs talking to one another • Doesn’t gain local or mass media coverage • Doesn’t contribute to policy decisions • Doesn’t affect in any way the lives of Jane and Joe Average Consumer Thursday, November 12, 2009 32
  • 33. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 33
  • 34. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 34
  • 35. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 35
  • 36. Re(sear)ch Out climb down from the tower Thursday, November 12, 2009 36
  • 37. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 37
  • 38. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 38
  • 39. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 39
  • 40. Re(se)a(r)ch Out climb down from the tower Thursday, November 12, 2009 40
  • 41. Sum(mary) Ideas • To leave you with Thursday, November 12, 2009 41
  • 42. Impactful Consumer Research • The Role of Rhetoric • Clearly written and Organic intellectuals who presented can communicate across communications silos and “great divides” Thursday, November 12, 2009 42
  • 43. Impactful Consumer Research • The importance of Accessibility • Published in for(u)ms, representational styles, and outlets to reach thoughtful, affected, and concerned people and decision-makers • Books, magazines, articles, blogs, FB links, tweets Thursday, November 12, 2009 43
  • 44. Don’t “Settle” • Be nomadic • Don’t get comfortable • Re(se)a(r)ch Out Thursday, November 12, 2009 44
  • 45. Impactful Consumer Research • See the Bigger Picture • “Relevance” is Deeply Personal, Deeply Relevant • Topics that address the problems of our times (“transformational”), related to the needs of constituents outside academia and their concerns • Complex and serious answers to complex and serious issues • Answers that would have consequences beyond the confines of an intellectual debate Thursday, November 12, 2009 45
  • 46. Thank you! Thursday, November 12, 2009 46
  • 47. Impact • “The redemption of the university, especially in terms of the public's appraisal of the value of research and publication, requires all the writers who have something they want to publish to ask themselves the question: Does this have to be a closed communication, shutting out all but specialists willing to fight their way through thickets of jargon? Or can this be an open communication, engaging specialists with new information and new thinking, but also offering an invitation to nonspecialists to learn from this study, to grasp its importance and, by extension, to find concrete reasons to see value in the work of the university?” • --P. N. Limerick (1993), “Dancing with Professors: The Trouble with Academic Prose,” New York Times Book Review,31 October. Thursday, November 12, 2009 47