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

Fabien Pecot, Andréa Gourmelen (), Bertrand Urien () and Virginie de Barnier ()
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Fabien Pecot: AMU - Aix Marseille Université
Andréa Gourmelen: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Bertrand Urien: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Virginie de Barnier: AMU - Aix Marseille Université

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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: past-related concepts; positioning; branding; evolution; neo-institutional theory (search for similar items in EconPapers)
Date: 2017-05-29
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Published in Bringing Institutional theory to marketing conference, May 2017, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01993688

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