The ontological pitfalls of Islamic exceptionalism: a re-inquiry on El-Bassiouny’s (2014, 2015) conceptualization of "Islamic marketing"

In response to Jafari and Sandıkcı's (2015a) critique of her 2014 article entitled "The one-billion-plus marginalization", El-Bassiouny (2015) dismisses the authors' key ontological debate over exceptionalism as a historical and political discourse and diverts attention to new areas of enquiry (e.g., disciplinary legitimacy, Islamic jurisprudence and methodological pluralism) to further her original "transcendental values integration" approach to marketing theory, practice and education. While offering new insights, El-Bassiouny's account is still largely driven by discourses of marginalization, exceptionalism and Islamism. This article therefore: (1) reappraises the oversimplification of the marginalization discourse; (2) reiterates the pitfalls of Islamic exceptionalism at an ontological level; (3) cautions against the consequences of ideological readings of Islam in marketing and consumer research; and (4) re-emphasizes the importance of understanding identity dynamics in the analysis of the complex intersections of Islam, marketing and consumption. In conclusion, the article offers some areas for future research.