Making a market for male dairy calves : alternative and mainstream relationality

Hopkinson, Gillian Clare (2017) Making a market for male dairy calves : alternative and mainstream relationality. Journal of Marketing Management, 33 (7-8). pp. 556-579. ISSN 0267-257X

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The paper uses Actor Network Theory and the field of market studies to take a processual and relational approach to the alternative/mainstream food duality. Questions about how food systems or products make claim to be of the alternative or mainstream, and to what consequence, underpin the study. Analysis traces the making and shaping of two market versions for male dairy calves, a by-product of the dairy industry, often treated as ‘waste’ in the UK. Analysis focuses on the assemblage of actors, the breaking of matters of fact and shaping and communication of concerns, and at actions. Contra many approaches to the alternative, focus is paid to overlap between systems, knowledge and actors and simultaneous development of two products. From this, the ethicality of the mainstream, the continued duality and its consequences are discussed. Beyond seeing mainstream/alternative as co-constituted constructs, the two are symbiotic, mutually supportive and implicated in the circuit of culinary capital.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Additional Information:
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 07/04/2017, available online:
Uncontrolled Keywords:
?? agencingconcerned marketsalternative foodretailerscelebrity chefsactor network theorystrategy and managementmarketingdiscipline-based research ??
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Deposited On:
21 Nov 2016 14:40
Last Modified:
15 Jul 2024 16:34