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Shiv Nadar University

Research on alternate masculinity from India that emphasize consumption and consequent subjective well-being (SWB) is primarily about gay men. However, our research points to different marginal masculinity, alternate consumption, and consecutive SWB. The present study uses in-depth interview methods to uncover the “marginal” masculinity of a group of urban, upper-middle-class, heterosexual Indian men. We probe their consumption as a part of their identity project referred to as cathartic. Such consumption leads to a sense of high subjective consumer well-being amidst an otherwise patriarchally defined Indian consumptionscape. This almost fledgling group of men relates itself to the shifting world order of normative masculinity, denounces the patriarchal norms, betrays the cause of male privilege, empathetically responds to the paradigms of femininity, accepts the fall of hegemonic forms of masculinity, and is sensitive toward “others” and ecological/sustainability issues. We further argue that this “cathartic masculinity,” as evident through their consumption, may impact the fledging gender-fluid marketplace of tomorrow. © 2022 American Council on Consumer Interests.

World University root node

Marketing Management

(SME) School of Management and Entrepreneurship

Journal of Consumer Affairs

The catharsis of male consumption: Reimagining masculinity in India

Purpose: The purpose of this paper is to argue for an integrative model of social enterprises (SE) and social marketing (SM) to usher in desirable change, instead of the currently adopted either/or approach. We offer the shadow framework to integrate these two paradigms in the context of peace-building organizations. Design/methodology/approach: Using purposive sampling strategy, 19 cases of peacebuilding initiatives were identified and reviewed from secondary sources. Ashoka Fellows working in the domain of peacebuilding, along with a few other exemplary cases across the globe were considered. Findings: We found an emerging typology of three forms in the organizational responses to peacebuilding initiatives: (a) pure charity-driven work, (b) dual structure of charity plus business enterprises, and (c) social enterprises with distinct revenue model. Research limitations/implications: Building upon previous theoretical research, we find a lot of merit in SEs adopting the SM toolkit. We contribute to theory building by showing the interaction between paradox theory and stakeholder marketing in the context of SEs dealing with wicked problems such as peacebuilding. Consequently, we propose a shadow social marketing (SSM) model that would camouflage the real offering of peace through an apparent offering that would be non-controversial in nature and result in moderate-importance small wins for the multiple stakeholders involved with conflicting interests. Practical implications: From a managerial perspective, chances of success of the desired social change increases by complementing the efforts of SEs through the SM toolkit. Organizationally, although all the three forms of peacebuilding initiatives can benefit from systematic usage of the SSM, they need to reframe their efforts toward those that are not pro-peace, rather than preach to the converted. Consequently, the answer may lie in efforts at building cultural sensitivity to promote entrepreneurship amongst such target groups amongst such target groups in conflicting communities, with an organizational form that successfully marries SEs and SM. Originality/value: Though previous scholarship mentions the need for finding complementarities between social marketing objectives and social enterprise missions, no paper yet has suggested a roadmap for achieving it. This paper highlights an integrative plan that, in this specific case of peacebuilding initiatives, or social enterprises in general, can leverage to evolve better organizational practices, improve financial sustainability and measurable impact to effect the desired social change. © 2020, Emerald Publishing Limited.

Strategy and Entrepreneurship

Fulltext

Journal of Social Marketing

Integrating social enterprise and social marketing with shadow framework: A case for peacebuilding

Drawing on literature on institutional complexity and social movement and paradox theories, we examine the possibility for institutional complexity to provide opportunities for social entrepreneurship. Our ethnographic case study based on a social venture in India shows that institutional complexity manifests in forms of overlapping and/or contradictory institutional logics and provokes paradoxical tension. We identify four strategic responses to institutional complexity: appropriation, integration, differentiation, and working-through. These strategies enable reaching out to a broader range of stakeholders. In conclusion, we argue that institutional complexity can be resourceful in a dynamic process of social value creation. © 2017 Elsevier Inc.

Journal of Business Research

Social entrepreneurship: Creating value in the context of institutional complexity

Drawing upon feminist scholarship, this study offers insights into how respectable consumption exacerbates precarity and contributes to normalisation of sexual violence in Delhi, India. It helps to uncover androcentricity of respect that has been under-examined in marketing theory. This research identifies androcentric discourse of izzat or respect as a key discursive apparatus that enframes sexual violence against women. In this discourse, women are carriers of family traditions and respect or honour. Moreover, norms of consumption get situated within discourse of izzat and alterity is created from women who do not follow these norms. Such women, labelled as unrespectable, live under conditions of heightened precarity and are blamed for the sexual violence they face. Therefore, this work offers insights into normalisation of sexual violence that have not been understood in marketing theory. © 2018, © 2018 Westburn Publishers Ltd.