Networking Grant in support of UK Consumer Culture Theory research

We are strengthening the UK’s leadership in Consumer Culture Theory research by building stronger CCT communities in the UK. CCT has become a hallmark of UK marketing academia, with the UK flouting the highest concentration of CCT researchers and editors in the world. However, it is widely recognised that CCT researchers in the UK are often disconnected and atomized in different universities. As knowledge is always co-produced in dialogue, such isolation unnecessarily limits the quality and quantity of knowledge produced by CCT scholars in the UK. This is particularly problematic for early career researchers (ECRs), who suffer most from academic isolation. To catalyse UK CCT leadership, we are therefore capitalizing on the country’s unusually high density of CCT research to develop geographical CCT communities and create platforms for discussion and exchange that help CCT researchers build relationships, support each other and collaborate. Specifically, we want to build on our previous success in developing the London CCT network by integrating the London network into larger CCT networks. In this particular instance, we are seeking a grant to enable us to organize two joint writing retreats over the next 18 months. By strengthening the UK’s marketing research leadership in CCT research, this project is in line with the research-related objectives of the Marketing Trust.