Isabelle Aimé & Fabienne Berger-Remy & Marie-Eve Laporte, 2018.Journal of Business Research, Elsevier, vol. " Brand orientation and market orientation - From alternatives to synergy," Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013.Scandinavian Journal of Management, Elsevier, vol. International Journal of Research in Marketing, Elsevier, vol. " Digital marketing: A framework, review and research agenda," Journal of the Academy of Marketing Science, Springer, vol. " How and when do big data investments pay off? The role of marketing affordances and service innovation," De Luca & Dennis Herhausen & Gabriele Troilo & Andrea Rossi, 2021. " How legacy firms can embrace the digital ecosystem via digital customer orientation," This research also contributes to the marketing-as-practice perspective by providing an in-depth understanding of marketing work as a result of dynamic imbrications between human and nonhuman agents. This research contributes to sociomateriality and affordance theory by introducing a new type of agent, namely, agents of fiction, which are characterized by a symbolic and immaterial nature.
They reveal two actualized affordances obtained through datafication: fragmented consumer tracking and organic branding. The findings shed light on the agency and imbrication of the persona, the brand and the algorithm together with managers and consumers. This research uses a single case study to analyze how datafication is reshaping marketing work through the lens of sociomateriality and affordance theory. Most companies still struggle to adapt to the data deluge, which challenges the role of marketing inside an organization. Our nearly 60,000 students can choose from 80 undergraduate and 110 postgraduate degree programs plus research and study opportunities across the world.Evidence suggests that datafication is bringing a potentially profound yet poorly understood transformation of marketing work. Our academic programs are rigorous and carefully modelled to prepare our students to be ahead.
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