The success of the first two editions, held in Paris in 2017 and 2019 has confirmed a solid interest in our community for sharing current research at the intersection of neo-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.

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