A Cripped Marketing Manifesto : in conversation with CarolKaufman-Scarborough and Stacey Menzel Baker

Higgins, Leighanne and O'Leary, Killian (2025) A Cripped Marketing Manifesto : in conversation with CarolKaufman-Scarborough and Stacey Menzel Baker. Journal of Marketing Management. pp. 1-50. ISSN 0267-257X

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Abstract

This state-of-the-art review puts forward a ‘Cripped MarketingManifesto’. In doing so, it reviews previous marketing research focusingon disability and engages in conversation with two seminal scholarswithin this area, Carol Kaufman-Scarborough and Stacey Menzel Baker.This allows us to extrapolate key insights into the lineage of disability-focussed marketing research. We suggest that scholars should adopt‘crip theory’ as a means of rethinking, re-evaluating, researching andcrucially better including consumers with disabilities in both disability-focussed and all marketing research and practice. Resultantly, thisarticle is both a state-of-the-art compilation of the growing body ofwork on disability-focussed marketing research, and a ‘CrippedMarketing Manifesto’ calling on all marketing scholars, to reduce theperpetuity of inaccessibility and ableism inherent in our research andmarketplaces.