Authors: Bernard Cova; Robert Salle
We recently witnessed the rapid emergence of two research streams which came to the forefront as major themes of debates amongst scholars in marketing: CCT (Consumer Culture Theory) and SDL (Service Dominant Logic). Interestingly, these streams are – especially CCT – proposed as brands by their promoters. Thirty years ago, the IMP group did not use the same branding approach at its beginning. In this paper, we develop a comparative history of the three research streams (CCT, SDL and IMP) and we apply the same branding framework to what happened. An attempt to explain for a rise in branding is suggested based on the changing context of research activities over the last 30 years. The consequence of this analysis is a reassessment of IMP strategy and governance.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2008
Conference: Uppsala, Sweden (2008)