Why a conference on institutional theory and marketing
This conference on Bringing Institutional Theory to Marketing aims at understanding how consumptions practices emerge at the first place, how they erode and how they are disrupted or maintained. Because the customer cannot be considered as a cultural dope, companies are no longer the unique agent of making markets.
We expect fresh knowledge that challenge the conventional view of market agents and the dynamic of consumption practices evolution through the lens of institutional theory.
Selected papers of the conference will be considered for a publication of a Special Issue in Journal of Business Research.