Article2014

A neo-institutional analytic grid for extending marketing to institutional dimensions

26 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

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Management and Organizational Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This article aims to present three contributions of neo-institutional theory to marketing: (1) viewing consumption as an institution; (2) understanding positioning actions at two levels of legitimacy: the product and the product category; and (3) studying companies’ influence and market transformation strategies through the concept of megamarketing.

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 1990Institutions, Institutional Change and Economic Performance 1977Institutionalized Organizations: Formal Structure as Myth and Ceremony 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 1991Institutions, Institutional Change and Economic Performance 1995Managing Legitimacy: Strategic and Institutional Approaches 2000Framing Processes and Social Movements: An Overview and Assessment 1995Institutions and organizations

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