Repro Mark (Reproductive Marketing Research Group)
What it is: An international, interdisciplinary research collective founded by Jennifer Takhar (SKEMA Business School), officially created in March 2026, (though the idea had been sitting in her head for about 8 years before that). It is a collaborative research initiative examining the commercialization of human reproduction, bringing together scholars interested in how reproductive processes such as egg donation, surrogacy, and fertility services are shaped by market forces.
Scope and members: The group brings together international researchers and practitioners from marketing, sociology, public health, ethics, and gender and technology studies, exploring how innovations such as IVF, fertility-tracking apps, genetic testing, and surrogacy reshape consumer experiences and marketplace dynamics.
Research approach: Through qualitative and quantitative research, policy analysis, and industry collaboration, the group examines branding, access, equity, regulation, and communication strategies in reproductive markets.
Guiding questions the group poses include: how consumers engage with and make sense of biotech innovations (e.g., fertility technologies, genetic services); how digital platforms are transforming consumption, subjectivity, and value creation; how markets organize intimate and bodily experiences, particularly in reproduction and health; and what ethical and social tensions emerge when life itself becomes a site of economic exchange.