Dr. Saima Husain

Dr. Saima Husain, Assistant Professor, Department of Marketing, School of Business Studies, Institute of Business Administration, co-authored a research paper with Dr. Mike Molesworth, Associate Professor in Marketing, Birmingham Business School, University of Birmingham, and Dr. Georgiana Grigore, Associate Professor in Marketing, School of Business, University of Leicester, titled "Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography," recently published in Journal of Marketing Management.

A delegation from the School of Business Studies (SBS), Institute of Business Administration (IBA) Karachi, participated in a three-day Association to Advance Collegiate Schools of Business (AACSB) Asia Pacific Accreditation Conference, hosted by the University of Technology, Sydney, Australia.

Despite the success of videographic methods, they have not been used to expand the range of contexts where institutional complexity informs marketing theory. In applying participant videography to such a study, however, we can also better understand how both methods and researchers themselves are variously embedded in the institutional complexity being studied. We explore this through the idea of hyphen-spaces amongst researchers, between researchers and participants, and involving the technologies used in research. We show how video helps researchers to understand institutional complexity in contexts where consumption practices may be difficult for participants to reflect on and articulate. We then further explain how interpreting video data opens up hyphen-spaces in which the research team can reflect on their institutional embeddedness and implicit political aims.

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