My main areas of research include branding narratives, consumer behaviour, institutional change and organisational analysis, legitimization of discourse and practice, value creation, the visual arts market, the impact of the macro-environment on industry, emerging markets, and qualitative research methodologies with a special interest in Grounded Theory and Constructivism.
For my PhD I focused on the case of the Venezuelan art market, where I explored how value is created and managed by institutional inhabitants in cultural organizations. Given its context, my doctoral research revealed how macro-level pressures can affect the workings of local industry, such as the art market, and how alternative organisational fields are able to emerge from less-than-ideal environmental settings.
My most recent fieldwork (based in Sao Paulo, Brazil) focuses on competitive spirituality, religious consumption, and branding strategies of Pentecostal churches. From this research I have recently applied for funding to the British Academy and Leverhulme Foundation to carry out further fieldwork on spirit possession and medium-centred faith systems.
I have already published my work in international journals including the Journal of Macromarketing, the European Journal of Marketing, Nonprofit and Voluntary Sector Marketing, Arts and the Market, Marketing Intelligence and Planning, and Society. I also regularly present my ongoing research at conferences including the Academy of Marketing (UK), Macromarketing Annual Conference (USA), Consumer Culture Theory (USA), Association of Consumer Research (Latin American and Europe) and the International Society of Market Development (ISMD).
Rodner VL & Preece C (2019) Consumer Transits and Religious Identities: Towards a Syncretic Consumer (Forthcoming/Available Online). Journal of Marketing Management. https://doi.org/10.1080/0267257X.2019.1601124
Rodner V (2018) Institutionalizing Entrepreneurs: The Case of Brazil's Forum for Cultural Rights (Forthcoming). In: Fillis I & Telford N (eds.) Edward Elgar Handbook on Entrepreneurship and Marketing. Cheltenham.
Rodner V & Preece C (2016) Painting the Nation - Examining the Intersection Between Politics and the Visual Arts Market in Emerging Economies. Journal of Macromarketing, 36 (2), pp. 128-148. https://doi.org/10.1177/0276146715574775
Rodner V (2015) A tale of two cities: can socio-economic factors thwart creativity in London and Berlin? (Book Review). Review of: Artistic Lives: A Study of Creativity in Two European Cities, Kirsten Forkert, Farnham, England: Ashgate, 2013, 168 pp. ISBN 9781409450009. Symbolic Interaction, 38 (4), pp. 631-633. https://doi.org/10.1002/symb.191
Rodner V & Preece C (2015) Tainted museums: 'selling out' cultural institutions. International Journal of Nonprofit and Voluntary Sector Marketing, 20 (2), pp. 149-169. https://doi.org/10.1002/nvsm.1527
Rodner V (2015) Finding the Perfect Fit - Paradigmatic Choices for Novice and Experienced Qualitative Researchers (Book Review). Review of: The Constructivist Credo, Yvonna S. Lincoln and Egon G. Guba, Walnut Creek, CA: Left Coast Press Inc., 2013, 208 pp. ISBN 9781598746907
Rediscovering Grounded Theory, Barry Gibson and Jan Hartman, Thousand Oaks, CA: SAGE Publications Ltd., 2014, 280 pp. ISBN 9781446248706. Symbolic Interaction, 38 (1), pp. 161-164. https://doi.org/10.1002/symb.140
Rodner V & Thomson E (2013) The Art Machine: Dynamics of a Value Generating Mechanism for Contemporary Art. Arts Marketing: An International Journal, 3 (1), pp. 58-72. https://doi.org/10.1108/20442081311327165