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

Pecot Fabien; Andréa Gourmelen; Bertrand Urien; Virginie de Barnier

Communication dans un congrès

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

Pecot Fabien ^{1, 2} Andréa Gourmelen ^{3, 4} Bertrand Urien ⁵ 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 UM - Université de Montpellier

4 MRM - Montpellier Research in Management

5 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

Domaine :

Sciences de l'Homme et Société / Gestion et management

Liste complète des métadonnées

https://hal.umontpellier.fr/hal-01993688
Contributeur : Andréa Gourmelen Connectez-vous pour contacter le contributeur
Soumis le : vendredi 25 janvier 2019 - 09:30:07
Dernière modification le : mercredi 3 novembre 2021 - 07:43:28

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

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