Dr. A. Fuat Fırat will discuss “Globalization and Transformative Consumer Research” on Tuesday, April 5, in his keynote address as the latest Lenna Visiting Professor at St. Bonaventure University.
Free and open to the public, Fırat’s talk is scheduled for 4:30 p.m. in Dresser Auditorium of the Murphy Professional Building.
The Lenna Endowed Visiting Professorship, established in 1990, is funded through gifts from the late Betty S. Lenna Fairbank and Reginald A. Lenna of Jamestown. It is designed to bring scholars of stature in their field to St. Bonaventure University and Jamestown Community College for public lectures.
Fırat is professor of marketing at the University of Texas-Rio Grande Valley. His research interests cover areas such as macroconsumer behavior and macromarketing; postmodern culture; transmodern marketing strategies; gender and consumption; marketing and development; and interorganizational relations.
“I am grateful to the Lenna Foundation for the opportunity to bring Dr. Fırat to our campus, as well as to JCC,” said Dr. Paul Barretta, assistant marketing professor at St. Bonaventure. “We often urge our students to be ‘critical thinkers’ and this is an opportunity to interact with a world-renown scholar who epitomizes critical-thinking skills.”
Fırat has won the Journal of Macromarketing’s Charles Slater Award for best article with co-author N. Dholakia; the Journal of Consumer Research best article award with co-author A. Venkatesh; and the Corporate Communications: An International Journal top-ranked paper award with co-authors L.T. Christensen and J. Cornelissen.
Fırat has published several books including “Consuming People: From Political Economy to Theaters of Consumption,” co-authored by N. Dholakia, and he’s the founding editor of the journal Consumption, Markets & Culture.
“Dr. Fırat has been invited to universities throughout the world and has been welcomed with great enthusiasm everywhere he travels,” Barretta said. “We are lucky to have him visit us.”
Dr. Fırat’s most recent research includes work in Transformative Consumer Research (TCR), which is consistent with the values of St. Bonaventure. The focus of Transformative Consumer Research is reflected by David Mick, who wrote in 2006:
“By transformative research we mean investigations that are framed by a fundamental problem or opportunity, and that strive to respect, uphold, and improve life in relation to the myriad conditions, demands, potentialities, and effects of consumption.”
Dr. Fırat is best known for his article “Liberatory Postmodernism and the Re-enchantment of Consumption” (1995), which he co-wrote with Dr. Alladi Venkatesh. The article has roots in marketing and philosophy; has been cited more than 1,500 times, according to GoogleScholar; and was awarded Best Article of the Year for 1995 by Journal of Consumer Research, an elite journal in the marketing discipline.
Fırat’s work touches on a broad spectrum of academic disciplines, but is especially meaningful for those studying business, sociology, philosophy, political science, and international studies, Barretta said.
During his stay at St. Bonaventure, Firat also will be present for an airing of the documentary “Poverty Inc.” on April 5 (site and time still to be determined), and for the airing and post-film discussion of the documentary “The True Cost” at 7 p.m. Monday, April, 4, in Dresser Auditorium.
Dr. Firat will also speak to some marketing classes and meet with members of some student groups, including ENACTUS and BonaResponds.
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