Avoiding failure in academia: strategies from non-Western early career researchers in the UK

Khanijou, Ratna and Zakariah, Amalina. 2023. Avoiding failure in academia: strategies from non-Western early career researchers in the UK. Journal of Marketing Management, 39(9-10), pp. 782-806. ISSN 0267-257X [Article]

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Abstract or Description

Against the backdrop of neoliberalism affecting the higher educa- tion sector, critical research in marketing and management remains dominated by Western Eurocentric theories. As a result, non- Western researchers are expected to socialise with the Western theoretical discourse to succeed and progress in Western academia. In this paper, we reflected on our personal experiences as early career researchers from Southeast Asia who have studied and are currently working in the UK as we navigate around the structural expectations, challenges, and strategies in pursuing our research. We merged our voices with those of other doctoral students from non-Western backgrounds in the discipline to present some coping mechanisms that researchers like us adopt to avoid failure in aca- demia. We argue that the conformity to Western academia and its hidden struggles produce risk-averse junior researchers; thus, limit- ing creativity, diversity, and potential growth in the discipline.

Item Type:


Identification Number (DOI):



Failure; academia; non-Western; doctoral students; academic identity; knowledge hierarchies

Departments, Centres and Research Units:

Institute of Management Studies


22 January 2023Accepted
17 May 2023Published Online

Item ID:


Date Deposited:

19 May 2023 08:16

Last Modified:

08 Sep 2023 14:59

Peer Reviewed:

Yes, this version has been peer-reviewed.



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