Inclusion from the Borderlands: A Border-Thinking Praxis for Reorienting Marketing Research, Education, and Practice
本文从边境的亲身研究经验出发，批判营销学在追求包容时仍复制排斥，提出以边境思维实践重新定位营销研究、教育与实践，强调不适感、模糊容忍度和对位置与特权的批判性参与。
This article emerges from an embodied experience of doing research from the borderlands. From this position, we problematize how marketing scholarship has sought to become more inclusive while continuing to reproduce exclusions. We argue that inclusion cannot be achieved solely through representation or by adding marginalized voices into existing structures; rather, it requires epistemic reorientation. Drawing on Gloria Anzaldúa’s writings on the borderlands and Walter Mignolo’s work on border thinking, we frame discomfort as an epistemic stance that unsettles Eurocentric, one-size-fits-all perspectives shaping the field. Building on these ideas, we propose a border thinking praxis for inclusive marketing that reorients marketing research, education, and practice from the margins of dominant epistemologies. Our contribution highlights how inhabiting discomfort, embracing tolerance for ambiguity, and critically engaging with positionality and privilege can enable a more inclusive marketing scholarship. Ultimately, we argue that reimagining marketing from the borders allows the field not only to include others but to transform its very structures of knowledge production.