Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces

摘要: Abstract Culturally heterogenous and globally interconnected societies represent complex fluid research fields, in which the multiple dynamic identity affiliations of researchers intersect with those collaborators, contributors wider contextual factors. These intersections can shift distort researchers’ cultural positionality stances. Researcher dynamics complexities thus pose unique benefits challenges to epistemological, methodological ethical aspects contemporary within consumer realities. Yet, marketing literature lacks frameworks that denote explicate nature positionalities. This paper examines potential implications complexity for develops sensitizing considerations determining operationalizing positionalities individual collaborative multicultural marketplaces.