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.
- Contested market
- Global marketing
ASJC Scopus subject areas
- Business and International Management
- Geography, Planning and Development
- Political Science and International Relations