Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions

Ashlee Humphreys, Damien Chaney*, Karim Ben Slimane

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Megamarketing, the coordinated effort to influence normative, regulative, and cognitive institutions, has previously been used to study the creation and evolution of markets. We use the concept of megamarketing and its adjoining theory of neo-institutionalism, to study the conflict between firms that want to destabilize the market and the incumbents that want to maintain the status quo in established markets. Consequently, we extend the concept of megamarketing to contested markets and propose a broader, more global view of marketing that involves all of the stakeholders likely to impact the market.

Original languageEnglish (US)
Pages (from-to)613-622
Number of pages10
JournalThunderbird International Business Review
Issue number5
StatePublished - Sep 1 2017


  • Contested market
  • Global marketing
  • Institutions
  • Megamarketing

ASJC Scopus subject areas

  • Business and International Management
  • Geography, Planning and Development
  • Political Science and International Relations


Dive into the research topics of 'Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions'. Together they form a unique fingerprint.

Cite this