Race in the Marketplace ― Crossing Critical Boundaries

This volume offers a critical, cross-disciplinary, and international overview of emerging scholarship addressing the dynamic relationship between race and markets. Chapters are engaging and accessible, with timely and thought-provoking insights that different audiences can engage with and learn from. Each chapter provides a unique journey into a specific marketplace setting and its sociopolitical particularities including, among others, corner stores in the United States, whitening cream in Nigeria and India, video blogs in Great Britain, and hospitals in France. By providing a cohesive collection of cutting-edge work, Race in the Marketplace contributes to the creation of a robust stream of research that directly informs critical scholarship, business practices, activism, and public policy in promoting racial equity.

Guillaume D. Johnson is a Marketing Scholar at the French National Center for Scientific Research (CNRS) based at the Universite Paris-Dauphine, France.

Kevin D. Thomas is Assistant Professor of Multicultural Branding at the Diederich College of Communication, Marquette University, USA.

Anthony Kwame Harrison is the Gloria D. Smith Professor of Africana Studies at Virginia Tech, USA.

Sonya A. Grier is Professor of Marketing at the Kogod School of Business, American University, USA.