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Interplay of religion and marketplace transactions (CD)

By: Nanarpuzha, Rajesh.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management Ahmedabad 2017Description: 187 p.Subject(s): Indian Marketplace | Marketplace Transactions | Stigma | ReligionDDC classification: TH 2017-08 Summary: Through an ethnographic study of an Indian marketplace, I examine how religion shapes marketplace transactions. In considering the impact of religion on marketplace transactions, I find that impression management through information control becomes a means of stigma management, when religion is stigmatized. In addition, I find that stigma is engendered through a complex intertwining of socio-economic situatedness and marketplace functioning. Through my findings, I question the excessive focus placed on the benign, beneficial, and positive facets of social embeddedness. Furthermore, my findings suggest that the existing discourse on modernity as a fountainhead of secularization, is limiting. Finally, this research offers insights into processes of stigma constitution and management. By focusing on a traditional marketplace setting, I extend understanding of a dominant form of retailing in the global context, which is currently under-represented in marketing literature.
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Through an ethnographic study of an Indian marketplace, I examine how religion shapes marketplace transactions. In considering the impact of religion on marketplace transactions, I find that impression management through information control becomes a means of stigma management, when religion is stigmatized. In addition, I find that stigma is engendered through a complex intertwining of socio-economic situatedness and marketplace functioning. Through my findings, I question the excessive focus placed on the benign, beneficial, and positive facets of social embeddedness. Furthermore, my findings suggest that the existing discourse on modernity as a fountainhead of secularization, is limiting. Finally, this research offers insights into processes of stigma constitution and management. By focusing on a traditional marketplace setting, I extend understanding of a dominant form of retailing in the global context, which is currently under-represented in marketing literature.

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