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

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Résumé

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.
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Dates et versions

hal-01993688 , version 1 (25-01-2019)

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  • HAL Id : hal-01993688 , version 1

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Fabien Pecot, 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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