Megamarketing expanded by neo-institutional theory

Damien Chaney*, Karim Ben Slimane, Ashlee Humphreys

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)470-483
Number of pages14
JournalJournal of Strategic Marketing
Issue number6
StatePublished - Sep 18 2016


  • megamarketing
  • neo-institutional theory; new markets; legitimacy; institutional work; marketing strategy

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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