Le rôle central des experts dans la transformation digitale du marketing

Isabelle Aimé (), Fabienne Berger-Remy () and Marie-Eve Laporte ()
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Fabienne Berger-Remy: IAE Paris - Sorbonne Business School
Marie-Eve Laporte: IAE Paris - Sorbonne Business School

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Abstract: Digital transformation has become the new mantra for organizations and consulting firms. The purpose of this article is to analyze digital transformation as a managerial fashion and via the role of experts, central to the production and dissemination of managerial fashions (Abrahamson, 1996). Research is focused on the marketing organization, which is strongly impacted by digital transformation among other company functions confronted with digital data. An exploratory study was carried out, including 15 in-depth interviews with experts, two focus group interviews - consultants and digital transformation specialists -, participation in 10 conferences and analysis of 11 documents provided by these experts.

Keywords: digital transformation; management fashion; marketing function; expert; data; Transformation digitale; mode managériale; fonction marketing; données (search for similar items in EconPapers)
Date: 2019-07-08
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Published in 10th International Research Meeting in Business and Management, Jul 2019, Nice, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02472035

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