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La grille d’analyse néo-institutionnelle au bénéfice de l’élargissement du marketing à des dimensions institutionnelles

Author

Listed:
  • Damien Chaney

    (Groupe ESC Troyes en Champagne)

  • Karim Ben Slimane

Abstract

Ce travail a pour objectif de présenter trois apports de la théorie néo-institutionnelle au marketing : (1) considérer la consommation comme une institution, (2) appréhender les actions de positionnement à deux niveaux de légitimité, le produit et la catégorie de produits et (3) étudier les stratégies d'influence et de transformation des marchés par les entreprises au travers du concept de mégamarketing.

Suggested Citation

  • Damien Chaney & Karim Ben Slimane, 2014. "La grille d’analyse néo-institutionnelle au bénéfice de l’élargissement du marketing à des dimensions institutionnelles," Post-Print hal-02055497, HAL.
    • Handle: RePEc:hal:journl:hal-02055497
    DOI: 10.1177/0767370113517786
    as

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    Cited by:

    1. Jean-Louis Pernin & Didier Tagbata & Andréas Eriksson, 2017. "From attitude to fair product purchasing behaviour: what are the contributions of peripheral attitudes and behaviours? [De l’attitude au comportement d’achat de produits équitables : quels apports ," Post-Print hal-03540156, HAL.

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