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This volume offers a critical, cross-disciplinary, and international overview of emerging scholarship addressing the dynamic relationship between race and markets. Chapters are engaging and accessible, with timely and thought-provoking insights that different audiences can engage with and learn from. Each chapter provides a unique journey into a specific marketplace setting and its sociopolitical particularities including, among others, corner stores in the United States, whitening cream in Nigeria and India, video blogs in Great Britain, and hospitals in France. By providing a cohesive collection of cutting-edge work, Race in the Marketplace contributes to the creation of a robust stream of research that directly informs critical scholarship, business practices, activism, and public policy in promoting racial equity.

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Table of Content

Chapter 1: Introduction Co-Editors

Section 1 - Space and Time

Chapter 2: Making the mass white: how racial segregation shaped consumer segmentation Marcel Rosa-Salas

Chapter 3: Race, markets, and digital technologies: historical and conceptual frameworks W. Trevor Jamerson

Chapter 4: (Re)visiting the corner store: black youth, gentrification, and food sovereignty Naya Jones

Chapter 5: Beyond whiteness: perspectives on the rise of the pan-asian beauty ideal. Jeaney Yip et al.

Section 2- Racialization and Intersectionality

Chapter 6: Shopping while veiled: an exploration of the experiences of veiled muslim consumers in france Ranam Alkayyli

Chapter 7: Constructing and critiquing interracial couples on youtube Francesca Sobande

Chapter 8: Marketing marriage and colorism in india

Komal Dhillon-Jamerson

Chapter 9: ´Dirty braids´: how hair is disrupting dominant racial narratives in puerto rico post-hurricane maria Jess Vega-Centeno

Section 3 - Voices and Modes of Understanding

Chapter 10: Are black consumers a bellwether for the nation?: how research on blacks can foreground our understanding of race in the marketplace

Cassi Pittman Claytor

Chapter 11: A loan at last? Race and racism in mortgage lending

Vanessa Gail Perry

Chapter 12: Crowd-based markets: technical progress, civil and social regression Lauren Rhue

Section 4 - Neoliberalism, Markets and Marketization

Chapter 13: Cultural justice and collecting: challenging the underrecognition of african american artists Patricia A. Banks

Chapter 14: The new economics of colorism in the skin whitening industry: case of india and nigeria Ramya M. Vijaya

Chapter 15: Race as a currency? Profitability and racialization in french healthcare institutions Dorothée Prud´homme

Chapter 16: Development by markets: an essay on the continuities of colonial development and racism in africa Samuel Kwaku Bonsu

Chapter 17: Afterword Rokhaya Diallo (Journalist - France)

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Guillaume D. Johnson is a Marketing Scholar at the French National Center for Scientific Research (CNRS) based at the Université Paris-Dauphine, France.

Kevin D. Thomas is Assistant Professor of Multicultural Branding at the Diederich College of Communication, Marquette University, USA.

Anthony Kwame Harrison is the Gloria D. Smith Professor of Africana Studies at Virginia Tech, USA.



Sonya A. Grier is Professor of Marketing at the Kogod School of Business, American University, USA.

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