This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.
The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.
The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.
The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.
In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.
Holbrook, M.B. (2017), "Morris B. Holbrook: an historical autoethnographic subjective personal introspection", Journal of Historical Research in Marketing, Vol. 9 No. 2, pp. 144-190. https://doi.org/10.1108/JHRM-07-2016-0017
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