Abstract: | In his article, “Whither Geography?,” Jay R. Harman raised a number of important issues regarding the nature and direction of geographic scholarship. In this response I critically address some of those issues and offer an alternative perspective. In doing so, I support Harman's desire for the discipline to “help answer deep human questions” but argue that rather than reinforce the vitality and legitimacy of the discipline, a market‐based approach of the sort he advocates could instead potentially undermine such objectives and compromise disciplinary integrity by discouraging critical inquiry. While acknowledging the influence of “the market,” I defend a place for critical inquiry within the discipline. |