@conference{55ca3ed6d6a74bf4a253bad46b009068,
title = "And May the Odds Be Always in Your Favour: 'The Hunger Games' as a Metaphor for Marketing Academia, Journal Rankings and the REF",
abstract = "Some consumer researchers suggested in the 1980s that fictional novels and artworks would tell us more about consumer behaviour, life and the human condition than scientific papers in our top-tier journals. Following in their tradition, this critical paper argues that “The Hunger Games”-trilogy provides a perfect mirror for The Publishing Games that haunt marketing academia in recent years. Just like the Hunger Games are the means by which the Capitol{\textquoteright}s ruling elite subdues Panem{\textquoteright}s wider population, the Publishing Games seem to reinforce the dominance of what an established scholarly elite perceives to be the appropriate marketing thought and methodology – perhaps to the detriment of innovation, creativity and broader impact within marketing academia. This paper suggests that marketing scholars have the choice: Either to sacrifice your integrity and play the game or to subvert the system. Perhaps a new consumer behaviour odyssey is needed to rekindle a new way of thinking…",
keywords = "The Hunger Games, The Publishing Games, Journal Rankings, Marketing Academia, REF, Research Excellence Framework, RAE, Research Assessment Exercise, Academic Integrity, Pure Research, Critical Analysis, Consumer Culture Theory, Review Process",
author = "Markus Wohlfeil",
year = "2013",
language = "English",
note = "16th Irish Academy of Management Annual Conference ; Conference date: 02-09-2013 Through 04-09-2013",
}