Call for papers

After a successful first edition in 2017, we are pleased to announce the organization of a second edition of the “Bringing Institutional Theory to Marketing” conference (NITMKG 2019).

This second edition aims to continue to build a community and to develop scholarship at the intersection of neo- institutional theory and marketing.

As in the first edition, topics covered in the conference include but are not limited to:

- How consumption practices emerge in the first place

- How consumption practices are maintained and continue over time

- How consumption practices erode and collapse

- How illegitimate consumption practices evolve over time. Why do some illegitimate consumption practices become legitimate whereas others disappear?

- The role of consumers as agents in the shaping of consumption practices at the macro level

- Beyond the firm-consumer dyad, the role of media, critics, technology and professions in legitimating and delegitimizing consumption practices

- How collaborative dynamics among companies legitimate new market products and new consumption practices in emerging industries? 

All submissions will go through blind review process.