Megamarketing expanded by neo-institutional theory

Abstract

This work aims at extending the boundaries of marketing to address the process of emerging consumption practices. This point of view is in line with the concept of megamarketing introduced by Kotler (1986, Harvard Business Review, 64, 117-124) and with the assumption that consumption practices depend heavily on supra individual and institutional structures that can take a cognitive, normative and regulatory form. Drawing from the recent insights of institutional theory, we propose marketing strategies that companies can use to shape the institutional structure underlying new consumptions practices. We extend the concept of megamarketing by collating it with that of institutional work, and thus identify the cognitive, symbolic, cultural and legal levers used by firms to shape the institutional conditions needed for consumption.

Employing Enviropreneurial Marketing Strategies to Gain Legitimacy

“…Unlike pragmatic and moral legitimacy, cognitive legitimacy is not proposed to be directly affected by enviropreneurial marketing strategies because it is gained when the firm is seen as a permanent part of the constituent's environment, meaning that it requires time, experience, and trust in order to be gained (Chaney et al, 2016;Randrianasolo & Randrianasolo, 2017).…”

Modifying markets: Consumerism and institutional work in nonprofit marketing

“…The institutional perspective is currently emerging in marketing theory due to its potential to explain how markets transform and develop in reference to the intentional conduct of actors (e.g. Baker et al, 2018; Chaney et al, 2016). As indicated above, the combination of market system dynamics studies and institutional work enables a stronger political analysis of consumerist discourses and markets by highlighting the institutional conditions under which market practices are formed.…”

“…The implementation of internal training programs thus aims at setting up mental models and shared worldviews of nonprofit conduct among employees in order to streamline communication among those attached to the training facilities as volunteers. These efforts at educating organizational staff bear similarities to what Chaney et al (2016) call the “institutional work of socializing” (p. 477), which refers to the creation of norms and standards that are required for the socialization of members in the field. In addition to refocusing the member subject, which is key for nonprofits, the nonprofit consumerism of F&S works for social inclusion and multiplicity with regard to ethnic background, age, and body type.…”

Subverting sustainability: market maintenance work and the reproduction of corporate irresponsibility

“…Neo-institutional theory (DiMaggio & Powell, 1983;Meyer & Rowan, 1977;Scott, 2008), represents a growing area of interest in marketing theory concerned with broadening the scope of marketing analysis to the macro-level (Chaney, Ben Slimane, & Humphreys, 2016;Humphreys, 2010a;Scaraboto & Fischer, 2012). Neo-institutional theory draws our attention to how institutions, as sets of regulative, normative and cognitive schemas for conduct in organisations, do not merely constrain action but are productive in that they also establish the conditions by which people come to learn about their preferences in an increasingly rationalised society (Bromley & Meyer, 2015;DiMaggio & Powell, 1991).…”