Doing feminist research in a masculine paradigm

Bettany, S. and Woodruffe-Burton, H. 1999. Doing feminist research in a masculine paradigm. 1st Critical Management Studies Conference UMIST. 4th July 1999

TitleDoing feminist research in a masculine paradigm
AuthorsBettany, S. and Woodruffe-Burton, H.
TypeConference paper
Abstract

This paper aims to do three things; firstly the authors will present a case for their argument that marketing can be viewed as a masculine paradigm, secondly a critical perspective of traditional research methodologies within marketing and consumer research will be developed and, finally, the authors will share their own experiences of adopting alternative approaches and engaging in research reflexivity.

YearJul 1999
Conference1st Critical Management Studies Conference UMIST
Publication dates
PublishedJul 1999
Web address (URL) of conference proceedingshttp://www.mngt.waikato.ac.nz/ejrot/cmsconference/1999/documents/Marketing/crit.pdf

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