Research / Publications

Sredl, K. C. (2019). Gender East and West: Transnational Gender Theory and Global Marketing Research. In S. Dobscha (Ed.), Handbook of Research on Gender and Marketing (pp 45-62).

Cheltenham, UK: Edward Elgar Publishing.

ISBN: 978 1 78811 537 7

Click to read:  Sredl for wordpress no abstract Gender East and West


Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an extension of the current perspective on researching global gender and marketing that continues its social justice focus and includes a transnational approach, which allows for future research that attends to the differences among women in global regions, acknowledges the diversity of experiences of oppression, and gives voice to local feminist thought and activism.

Keywords post-socialist, gender, transnational, consumption, marketing, transformative consumer research

“Gendered Market Subjectivity: Autonomy, Privilege, and Emotional Subjectivity in Normalizing Post-socialist Neoliberal Ideology,” Consumption Markets & Culture, published online 14 Sept 2017, DOI: 10.1080/10253866.2017.1374950, Katherine C. Sredl.

Most prior studies of marketplace ideology foreground consumer agency as identity co-creation or opposition to ideology. In this research, I consider how the logics of the dwindling state and global neoliberalism discursively form consent in post-socialist Zagreb, Croatia. I use recollections and small group discussions to compare women’s class and generationally based experiences of the daily family meal and work, during Yugoslav exceptionalism and privatization. Changing social relations normalize the gendered subjectivity of neoliberalism in post-socialist Zagreb, characterized by autonomy, the privilege of the younger generation, and the emotional subjectivity of anxiety and loss. Linking consumer experiences to the changing role of the state and market ideologies contributes to scholarship on globalization, gender, the socio-historic patterning of consumption, and marketplace ideology, by demonstrating that changes in ideology and state disrupt and replicate privilege to create new, gendered market subjectivities and social inequalities, normalized through changing everyday social relations.

“The Arizona Market: a Marketing Systems Perspective on Pre- and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,”

pdf for download – just for reading – click Arizona Market JMK

citation: Sredl, Katherine C., Clifford J. Shultz II, Ružica Brečić (2017), “The Arizona Market: a Marketing Systems Perspective on Pre- and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,” Journal of Macromarketing, First published date: June-14-2017 DOI 10.1177/0276146717712359


Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the ways that post-war marketing systems create community, provide for community needs, and create new vulnerabilities for some community members. The authors conclude with a discussion of implications for sustainable peace and prosperity in Bosnia and in other post-conflict marketing systems, and suggestions for future research.


Yugoslavia, Dayton Peace Agreement, marketing systems, macromarketing, post-conflict markets, European Union, Bosnia and Herzegovina, clandestine markets, Arizona Market, consumer vulnerability

“Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Sexuality and Authenticity”

Click for a link to the article, Zayer et al 2012, or Zayer, Sredl, Parmentier, and Coleman 2012, for personal use: Zayer Sredl Parmentier and Coleman CMC 2012 333-357


The goal of this research is to compare contemporary representations of masculinity and femininity in two HBO television series, Entourage and Sex and the City, and illustrate how these representations intersect with consumption. In the analysis, the authors discuss how gender fluidity gives the characters the freedom to be multifaceted in their performances – performances with regard to three emergent themes: domesticity, sexuality, and authenticity. Characters in both programs negotiate the tensions between more traditional gender roles and the assumption of contemporary roles through consumption. The characters find ways to simultaneously re-establish and reinforce their gendered identities as they create new roles, often with the aid of consumption. On the other hand, it is the consumption itself that is sometimes complicit in creating new tensions.


“Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Sexuality and Authenticity,” (2012) Consumption Markets & Culture, 15 (4), 333-357. Zayer, Linda Tuncay, Katherine Sredl, Marie-Agnes Parmentier and Catherine Coleman.

“Intergenerational Influence and Rituals – Children’s Behaviour With The New School Year”

Click for a link to the article for personal use: Trziste_2012_1_Sredl_Butigan_Renko

After Christmas, back-to-school is the most important season for all retailers. Yet consumer behavior research overlooks this ritual. This paper presents findings from observational and interview data collected at Borovo shoe stores in Croatia in 2010. It considers how research from the back-to-school context contributes to the theories of intergenerational influence for brands and children as marketplace actors.


Sredl, Katherine C., Nataša Renko, and Ružica Butigan (2012), “Intergenerational Influence and Rituals: Children’s Behavior and the New School Year,” Tržišite, 24 (1), 103-116.

“Women’s Possessions and Social Class in Contemporary Zagreb”

Click for a link to the article for personal use: Sredl Renko 2009 Drus Istraz 2009_3_101_Women’s Possessions


Sredl, Katherine and Nataša Renko, (2009) “Women’s Possessions and Social Class in Contemporary Zagreb,” Društvena istraživanja, Journal for General Social Issues, 565-581.

“Consumption and Class During and after State Socialism”

Click for a link to the article for personal use:  Sredl 2007 Consumption and Class During and after State Socialism


Consumer culture in Croatia presents a challenge to some of the received notions about consumption and class during and after state socialism in Eastern Europe. Class and consumer culture during state socialism might seem to contradict notions of socialist equality and communist shortages; their appearance in Eastern Europe after 1989 could be easily assigned to westernization. Even so, after World War II, the party created a large, urban middle class and provided a high level of consumption to signal a new era of equality and comfort. The political dynamics of transformation mostly abolished this structure, bringing heightened awareness to consumption as a sign of political and social place in the new order, as ethnographic research conducted in Zagreb in 2002-2003 suggests. Thus, consumer culture during transformation is rooted in prior social tensions and the political upheavals of transformation.


Sredl, Katherine (2007), “Consumption and Class during and after State Socialism,” Research in Consumer Behavior, vol. 11, Consumer Culture Theory, ed. Russell Belk and John Sherry, Oxford: Elsevier, 187-205.

“The Monticello Correction”

Click for a link to the article for personal use:  Scott Chambers Sredl 2006 The Monticello Correction


Scott, Linda M., Jason Chambers and Katherine Sredl (2006), “The Monticello Correction: Consumption in History,” Handbook for Qualitative Research in Consumer Behavior, ed. Russell Belk, Thousand Oaks, CA: Sage, 219-229.

 “Advertisers and Consumers in Transition”

Click for a link to the article for personal use:  Sredl_Ekonomski Pregled_2004_3_4


Globalization of consumption and advertising is a dominant aspect of the post-socialist economic and social transition in Central and Eastern Europe. Yet we are only beginning to understand how consumers and local advertisers make sense of this, the role of historical influences, and the meaning of current outcomes. Croatia is an excellent site for researching this. How local advertisers and consumers adjust to globalization, and adjust its forces to their culture, will in no small way determine Croatia’s future, socially, economically, and politically. Through a year of ethnographic fieldwork in Croatia, the authors hope to unlock the local meaning and process of market globalization.


Renko, Nataša and Katherine C. Sredl (2004), “Advertisers and Consumers in Transition,” Ekonomski pregled, Economic Review, 55, 3-4, 302-316.

One thought on “Research / Publications

  1. googleasd says:

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