Department of Management, Politics and Philosophy

  • Centre for Business History
Associate professor

Room: POR/18.B-3.23

I devote most of my research to the question of how, since the  late eighteenth century, markets ended up becoming such pervasive socio-technological-economic arrangements. In my search for answers, I am looking at the development of marketing, in particular of advertising agency services, in Britain and America since 1850 or so, and at the role that market and consumer research techniques played in assembling the agents of market exchanges. I believe that this type of historical research can make exciting contributions to marketing theory and to our understanding of the economic sociology of consumer capitalism.

Primary research areas

History of Markets

Marketing History

Marketing Theory

Economic Sociology

History and Theory of the Social Sciences

Curriculum Vitae
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Marketing and Aesthetics (BA Philosophy, Management & Economics Programme)
Principles of International Marketing (BSc International Business Programme)
The Company in its Historical and International Setting (BSc International Business Programme)
Marketing and Creative Processes (Cand Merc/MSc Programme)


I am supervising undergraduate (bachelor) and postgraduate (masters) theses in areas of marketing research, international marketing and marketing history.

Selected publications

'They do it with mirrors: advertising and British Cold War consumer politics', in: Contemporary British History, Vol. 19, No. 2 (June 2005), pp. 133-50.

'The consumer as "voter", "judge" and "jury": historical origins and political consequences of a marketing myth', in: Journal of Macromarketing, Vol. 31, No. 1 (March 2011), pp. 8-18.

'The political theology of consumer sovereignty: towards an ontology of consumer society', in: Theory, Culture & Society, Vol. 28, No. 3 (2011), pp. 106 - 129 (2011).

'The market order as metaphysical loot: theology and the contested legitimacy of consumer capitalism', in: Organization, Vol. 19, No. 3 (2012), pp. 78-94

Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture. London: Palgrave-Macmillan 2010.

Publications sorted by:
Stefan Schwarzkopf / Magic Towns : Creating the Consumer Fetish in Market Research Test Sites .
In: Consumer Culture Theory. ed. /Domen Bajde; Dannie Kjeldgaard; Russell W. Belk. Bingley : Emerald Group Publishing 2019, p. 121-135 (Research in Consumer Behavior, Vol. 20)
Book chapter > peer review
Stefan Schwarzkopf / Consumer-citizens : Markets, Marketing and the Making of 'Choice'.
In: The SAGE Handbook of Consumer Culture. ed. /Olga Kravets; Pauline Maclaran; Stevens Miles; Alladi Venkatesh. London : SAGE Publications 2018, p. 435-452
Book chapter > peer review
Stefan Schwarzkopf / The Profane Asketerion of Test Towns : Projecting and Simulating Product Successes and Failures in a Feed-forward Economy.
Paper presented at The 33rd EGOS Colloquium 2017, 2017
Mads Mordhorst; Stefan Schwarzkopf / Theorising Narrative in Business History
In: Business History, Vol. 59, No. 8, 2017, p. 1155-1175
Journal article > peer review
Stefan Schwarzkopf / In Search of the Consumer : The History of Market Research from 1890 to 1960.
In: The Routledge Companion to Marketing History. ed. /Brian Jones; Mark Tadajewski. Abingdon : Routledge 2016, p. 61-83 (Routledge Companions in Business, Management and Accounting)
Book chapter > peer review
Stefan Schwarzkopf / Too Many Compromises : Survey Research and the Spectre of Communism.
In: Journal of Historical Research in Marketing, Vol. 8, No. 1, 2016, p. 97-114
Journal article > peer review
Stefan Schwarzkopf / Consumer Communication as Commodity : British Advertising Agencies and the Global Market for Advertising 1780-1980.
In: Consuming Behaviours: Identity, Politics and Pleasure in Twentieth-Century Britain. . ed. /Erika Rappaport; Sandra Trudgen Dawson; Mark J. Crowley. London : Bloomsbury Academic 2015, p. 121-138
Book chapter > peer review
Stefan Schwarzkopf / Cultural Economy, Capitalism and the Logic of the Public Sphere : Reading Promotional Cultures with Habermas and Schmitt .
In: Journal of Cultural Economy, Vol. 8, No. 6, 2015, p. 721-729
Review > peer review
Stefan Schwarzkopf / Data Overflow and Sacred Ignorance : An Agnotological Account of Organizing in the Market and Consumer Research Industry.
Paper presented at The 31st EGOS Colloquium 2015, 2015
Paper > peer review
Brian Jones; Stefan Schwarzkopf / Editorial
In: Journal of Historical Research in Marketing, Vol. 7, No. 3, 2015, 1 p.
Editorial > peer review
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