LAUSR

PurposeThis study aims to summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism.Design/methodology/approachA qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2) East Asian philosophical underpinnings and their personal and institutional manifestations in East Asian marketing contexts, and (3) the implications for non-East Asian marketers. This essay includes a brief introduction to the manuscripts in this special issue.FindingsAncient philosophical wisdom shared by East Asian societies can shed light on how marketing activities and consumer behavior intertwine within East Asia and beyond. Three ancient philosophies (i.e. Confucianism, Taoism, Buddhism) heavily influence East Asian societies through personal and institutional-level cultural manifestations in marketing contexts.Research limitations/implicationsAlthough the three discussed East Asian philosophical schools are not exhaustive, they lay a foundation for future discussions about how alternative marketing-related theories and frameworks may complement ones grounded in western historical and cultural contexts.Originality/valueThis essay initiates an overdue academic discussion about relying on non-western historical and cultural contexts to globalize the marketing discipline further.