Purpose – The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge. Design/methodology/approach – The primary sources of data were the marketing doctoral...

Purpose This study aims to illuminate the way in which consumers question the authenticity and worth of musicians, leading to a classification of selling out. The authors contribute to the debate on authenticity by attending to the question of worth that is under-examined in existing literature,...