tadajewski JMM commentary critical performativity.pdf

A case is made for the pluralisation of the concepts of relevance and impact. In doing so, the emergent literature on critical performativity is unpacked. I highlight a missed opportunity in this material, namely, the potential for academics to act as critical commentators on industrypractice in the courtroom. Developing the ideas associated withcritical performativity leads to the scrutiny of new concepts inmarketing. One of importance is positive marketing. This regressivemanoeuver is critiqued; as is macromarketing narcissism.Following Dunne et al., I make a plea for more responsible academicpractice. Developing logically from these ideas, a number ofnew potential avenues for contributing to the JMM are sketched.These include special sections and research notes among others.