Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual


Co-creative vs Orthodox Marketing: when organizational power games influence marketing practices
(A2023-112339)

Published: May 24, 2023

AUTHORS

carole charbonnel, Université Jean Moulin Lyon 3

ABSTRACT

According to its designers, the framework of value co-creation and service-dominant logic is reflected in a unique way of practising marketing: a “co-creative” marketing, which is supposed to supersede other marketing practices. Drawing on the perspective of practices, in particular on Bourdieu's praxeology, our research tempers this vision. By analyzing the discourse of marketing managers, it highlights a plurality of practices - some managers practice co-creative marketing, while others favor the orthodoxy deriving from marketing management. This plurality is rooted in organizational power games, with co-creative marketing being deployed as an implicit strategy by managers who view marketing function as dominated. These results enable to discuss the managerial aspect of value co-creation theory, and to deepen our knowledge of marketing practices, and their mechanisms.