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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Fabien Pecot & Andréa Gourmelen & Bertrand Urien & Virginie de Barnier, 2017. "How the past becomes a modern positioning: a neo institutional approach," Post-Print hal-01993688, HAL.
    • Handle: RePEc:hal:journl:hal-01993688
    as

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