Digital transformation of marketing: fashion or organizational revolution?

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: 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.

Keywords: Digital transformation; management fashion; marketing function; consultant (search for similar items in EconPapers)
Date: 2020-12-04
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Published in 20th Conference of the European Academy of Management (EURAM 2020), Dec 2020, Dublin, Ireland

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02549995

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