Avoiding failure in academia: strategies from non-Western early career researchers in the UK

ABSTRACT Against the backdrop of neoliberalism affecting the higher education sector, critical research in marketing and management remains dominated by Western Eurocentric theories. As a result, non-Western researchers are expected to socialise with the Western theoretical discourse to succeed and progress in Western academia. In this paper, we reflected on our personal experiences as early career researchers from Southeast Asia who have studied and are currently working in the UK as we navigate around the structural expectations, challenges, and strategies in pursuing our research. We merged our voices with those of other doctoral students from non-Western backgrounds in the discipline to present some coping mechanisms that researchers like us adopt to avoid failure in academia. We argue that the conformity to Western academia and its hidden struggles produce risk-averse junior researchers; thus, limiting creativity, diversity, and potential growth in the discipline.