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La transformation digitale du marketing comme mode managériale : une démystification du discours des consultants

Author

Listed:
  • Marie-Eve Laporte

    (IAE Paris - Sorbonne Business School)

  • Isabelle Aimé

    (Kedge BS - Kedge Business School)

  • Fabienne Berger-Remy

    (IAE Paris - Sorbonne Business School)

Abstract

Cette recherche étudie la transformation digitale du marketing à travers une analyse critique du discours des consultants. L'étude exploratoire menée auprès de consultants externes et internes montre que la transformation digitale du marketing peut être assimilée à une mode managériale. L'analyse des données collectées dévoile comment les consultants construisent leur argumentation pour faire de la transformation digitale du marketing un impératif pour les managers. Sur cette base, les consultants construisent une offre de conseil qui participe à la dissémination de la mode managériale dans les organisations. L'étude démystifie ainsi les discours sur la transformation digitale du marketing pour permettre aux organisations de l'appréhender avec plus de recul.

Suggested Citation

  • Marie-Eve Laporte & Isabelle Aimé & Fabienne Berger-Remy, 2021. "La transformation digitale du marketing comme mode managériale : une démystification du discours des consultants," Post-Print hal-02987020, HAL.
    • Handle: RePEc:hal:journl:hal-02987020
    DOI: 10.3917/mav.122.0089
    as

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