Consumer Culture Theory and the AMA Job Market: Understanding the Challenges and Crafting Winning Strategies

Laurel Steinfield*, Henri Weijo

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Purpose This paper outlines the key discussion points and ideas generated at the job market roundtable at CCT Arkansas. The session was put together to discuss both immediate short-term solutions to improve PhD candidates' hiring potential as well as longer-term institutional opportunities that could strengthen the reputation of CCT and foster more favorable job market conditions.

Methodology/approach This is a conceptual paper primarily built on collaborative insights from the roundtable session's participants.

Findings We outline the current structure of hiring within marketing academia and offer insights and best practices for increasing an applicant's chances of gaining a placement. We also identify long-term structural reforms and opportunities that could increase the recognition of CCT research, and help foster conditions more conducive to CCTers seeking academic placements. The recommendations for candidates and the CCT community highlight the importance of building non- CCT networks, effectively positioning and communicating research, and leveraging the benefits a CCT theoretical perspective can bring to marketing departments.

Originality/value Most papers on academic hiring processes are descriptive in nature and concentrated on the job market's structure. This paper adds to this conversation, straddling issues of structure and agency. It critically revisits the structure of hiring, and also discusses practices a candidate can employ to navigate the hiring process, and institutional tactics CCT could undertake to create a stronger brand and network structure. Though the emphasis in this work is on CCT candidates, we suspect such an analysis is also useful for PhD candidates elsewhere and nonmainstream marketing groups.

Original languageEnglish
Title of host publicationCONSUMER CULTURE THEORY
EditorsAE Thyroff, JB Murray, RW Belk
Number of pages13
Publication statusPublished - 2015
MoE publication typeA4 Article in a conference publication
EventConsumer Culture Theory Conference - Fayetteville, United States
Duration: 18 Jun 201521 Jun 2015

Publication series

NameResearch in Consumer Behavior-A Research Annual
ISSN (Print)0885-2111


ConferenceConsumer Culture Theory Conference
Abbreviated titleCCT
CountryUnited States


  • AMA
  • job market
  • CCT
  • academic hiring

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