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  • © 2019

Race in the Marketplace

Crossing Critical Boundaries

Palgrave Macmillan
  • Offers a critical, cross-disciplinary and internationally-focused overview of the research on topics at the intersection of race and markets across domains

  • Contributes to the creation of a new research area by bringing together the expertise of scholars from diverse methodological positions who investigate RIM issues across disciplinary fields, scholarly domains, and geographical areas

  • Investigates how race (and its intersecting socio-political constructs – e.g. class, gender, ethnicity, religion, and sexuality) impacts and is impacted by the functioning of various markets (defined as actual or metaphorical spaces of exchange such as retail, healthcare, education, sport, finance etc.)

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Table of contents (16 chapters)

  1. Front Matter

    Pages i-xix
  2. Introduction

    • Guillaume D. Johnson, Kevin D. Thomas, Anthony Kwame Harrison, Sonya A. Grier
    Pages 1-17

About this book

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.


“Although scholars have explored issues of race and markets for some time, the RIM project takes this research to another level. This book makes a contribution by being both contemporary and collective – by drawing the reader’s attention to current scholarship on race in markets and pulling this work into a single place. These are important conversations fueled by cross-disciplinary scholarship at a time when societies are riven by race-related divisions of power and privilege.”(Rohit DeshpandéProfessor of Marketing, Harvard Business School, USA and author of Fair and Lovely vs. Dark is Beautiful) 

“This book offers a wealth of valuable studies on markets and the ways that they are shaped by race. From long-standing patterns of discriminatory mortgage lending to the operation of race within digital marketplaces, these scholars make a compelling argument for how racial logics are intrinsic to capitalism, but also the ways in which they might be challenged and re-envisioned.” (Sujatha Fernandes, Professor of Political Economy and Sociology at the University of Sydney, Australia and author of Curated Stories: The Uses and Misuses of Storytelling) 

“The Race in the Marketplace group are undertaking some truly important work on a subject that has been for too long sidelined in our discipline. This book should be on every scholars' reading list and discussed widely. I cannot recommend it enough”. (Mark Tadajewski, Professor of Marketing, University of York, UK and Editor of the Journal of Marketing Management)

“The editors have taken advantage of a heretofore missed opportunity to position the topic of race in the foreground of marketplace- focused scholarship as unambiguously as race is positioned in marketing practice.  Moreover, this book will inform scholars of race-related topics in a broad cross section of fields about the hidden influences of markets and marketing in their spheres of interest.  As a public health scholar with a focus on health disparities and social determinants of health, I can envision the development of critical research and curricular initiatives based on the rich content this book offers.” (Shiriki KumanyikaChair, Council on Black Health, and Research Professor in Community Health & Prevention, Drexel University Dornsife School of Public Health, USA)

“This book is absolutely necessary because it alerts the world to the reason why race still matters in contemporary market societies. Even though most formal forms of racism (notably apartheid and colonialism) ended years ago, market still seems to work in one direction, thus negating all the gains attained through freedom, and perpetuating the abuse of human rights. This book is a must read.” (Muzi Kuzwayo, former CEO of TBWA / Hunt / Lascaris South Africa and Author of Through Mud and Dust: Marketing to Black South Africans)

Editors and Affiliations

  • Centre National de la Recherche Scientifique (CNRS), Université Paris-Dauphine, Paris, France

    Guillaume D. Johnson

  • Diederich College of Communication, Marquette University, Milwaukee, USA

    Kevin D. Thomas

  • Department of Sociology, Virginia Tech, Blacksburg, USA

    Anthony Kwame Harrison

  • Kogod School of Business, American University, Washington, USA

    Sonya A. Grier

About the editors

Guillaume D. Johnson is a Marketing Scholar at the French National Center for Scientific Research (CNRS) based at the Université 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. 

Bibliographic Information

  • Book Title: Race in the Marketplace

  • Book Subtitle: Crossing Critical Boundaries

  • Editors: Guillaume D. Johnson, Kevin D. Thomas, Anthony Kwame Harrison, Sonya A. Grier

  • DOI:

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019

  • Softcover ISBN: 978-3-030-11710-8Published: 04 April 2019

  • eBook ISBN: 978-3-030-11711-5Published: 26 March 2019

  • Edition Number: 1

  • Number of Pages: XIX, 283

  • Number of Illustrations: 1 b/w illustrations, 2 illustrations in colour

  • Topics: Marketing, Sociology of Racism, Cultural Anthropology, Organizational Studies, Economic Sociology, Public Policy

Buy it now

Buying options

Softcover Book USD 32.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access