Hi Evergreen.
I've been reading and studying articles from Journal of Consumer Research and Journal of Consumer Culture for the past 5 odd years. Most of my work in advertising and especially in my second avatar as a brand consultant was based on CCT theory - Holt, Thompson, Askegard, David Mick, Russ Belk, Arnould and a few others.
Thompson's work has especially left a humonguous imprint on the way i see the world and consumer behaviour, a term which he hates for being too close to the man as machine metaphor of the behaviorist school.
Understanding the theory is not my problem hopefully. I have a half decent knowledge of sociology, mainly from the reading lists at the end of these articles - bourdieu, Said, mary douglas etc. doing a masters in sociology is not an option. Honestly, won't be able to fund myself for a master's program in the US or any top university in the world.
The project with my friend is a CCT project, though he is a conventional Strategy prof. He's interested in CCT and its impact on strategy so he's also along for the ride.
The biggest problem i have is the absolute dearth of CCT or Qual Methods profs at the conventionally top ranked b schools. And you can't really blame them for they are more focussed on producing 'Managers', not 'Practitioners'.
If the top 10 rule themselves out automatically, for i am yet to come across profs with similar research interests in the ivy league except a couple of really new guys, what are my chances for say the next set of 10 universities.