How the past becomes a modern positioning: a neo institutional approach

Pecot Fabien 1, 2 Andréa Gourmelen 3 Bertrand Urien 4 Virginie de Barnier 1, 2
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
2 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence
3 MRM - Montpellier Research in Management
4 LEGO - Laboratoire d'Economie et de Gestion de l'Ouest
Abstract : This research uses neo-institutional theory to explain the growth of past-related concepts in brand positioning. After a literature review presenting the socio-cultural context, bibliometric and historical analysis show that the past as positioning axis emerge from the 2000s as a result of institutional work simultaneously in marketing research, education and practice. Results contribute to research on the circulation of novel ideas in marketing, they also question the hierarchy of the three pillars of legitimacy when it comes to positioning.
Keywords : positioning branding evolution neo-institutional theory past-related concepts
Type de document :
Communication dans un congrès
Liste complète des métadonnées
https://hal.umontpellier.fr/hal-01993688
Contributeur : Andréa Gourmelen <>
Soumis le : vendredi 25 janvier 2019 - 09:30:07
Dernière modification le : jeudi 6 juin 2019 - 14:43:33

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  • HAL Id : hal-01993688, version 1

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UNIV-MONTPELLIER | UNIV-BREST | INSTITUT-TELECOM | UNIV-PERP | AGROPOLIS | GESTION | LEGO | CERGAM | UNIV-TLN | UNIV-AMU | IBSHS | UNIV-MONTP3

Citation

Pecot Fabien, Andréa Gourmelen, Bertrand Urien, Virginie de Barnier. How the past becomes a modern positioning: a neo institutional approach. Bringing Institutional theory to marketing conference, May 2017, Paris, France. ⟨hal-01993688⟩

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