Morris B. Holbrook: an historical autoethnographic subjective personal introspection

Abstract

Purpose

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.

Design/methodology/approach

The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.

Findings

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.

Research limitations/implications

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.

Originality/value

In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.

Citation

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