Editorial: paradigmatic and geographic diversity in marketing theory and practice

In this issue we are fortunate to present a variety of studies that reflect some of the
most interesting and innovative writing today. Our first contribution comes from a
seminal thinker on marketing theory and consumer practice. Sidney Levy has been
at the intellectual forefront of marketing and consumer research since the mid-
1940s, rising to prominence courtesy of a series of major publications in influential
outlets that continue all the way to the present day (e.g. Levy & Kellstadt, in press).
Levy is viewed by many within consumer research as one of the founding fathers
of qualitative, consumer culture studies (Arnould & Thompson, 2005). Cementing
this status, his name is now attached to an award that aims to promote advances in
interpretive and consumer culture research (see: http://www.levyaward.org/).