EXPRESS: Race in the Global Marketplace: How Markets and Racial Logic Intersect Across Different National and Cultural Contexts

Racial logic, encompassing the concepts of race and racialization, functions as a powerful organizing structure in markets worldwide. Yet, its study remains peripheral in marketing scholarship and anchored in U.S.-centered frameworks and contexts, which limits our understanding of how race and the racialization process intersect with public policy and marketing around the world. This paper charts a conceptual path to examine racial logic more critically and expansively in contexts inside and outside the U.S. We propose a framework that internationalizes and expands the scope of Race in the Marketplace research by underscoring the locally grounded and context-sensitive aspects of racialized markets. Building on prior work, our framework elaborates on three defining features of racialized markets: racial structuring, consumer navigation, and consumer resistance and advocacy. Together these features enable a more nuanced analysis of how local and global forms of racial logic shape marketing practices, and, in turn, consumer responses and well-being.