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Digital transformation of marketing: fashion or organizational revolution?

Author

Listed:
  • Isabelle Aimé

    (IPAG Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

Abstract

A necessary and urgent digital transformation is a major challenge for companies today and the marketing function is amongst the most affected. This research studies whether the digital transformation of marketing is indeed the predicted organizational revolution. To address this question, an exploratory study was conducted among consultants, as they play a major role in the diffusion of the digital transformation of marketing. The research shows that digital transformation can be considered a management fashion in its upswing, and sheds light on the processes used by consultants to disseminate it. It thus contributes to the debate on management fashions. From a managerial standpoint, it allows organizations to step back and take ownership of their digital transformation.

Suggested Citation

  • Isabelle Aimé & Fabienne Berger-Remy & Marie-Eve Laporte, 2020. "Digital transformation of marketing: fashion or organizational revolution?," Post-Print hal-02549995, HAL.
    • Handle: RePEc:hal:journl:hal-02549995
    as

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