Visit by Bernard Cova2012-11-06
Bernard Cova is Professor of Marketing at Euromed Management, Marseilles and Visiting Professor at Bocconi University Milan and is visiting us this week to give a seminar on the topic of Working Consumers and to meet with the researchers at CTF.
Bernard Cova is a pioneer in the Consumer Tribes field since the early nineties - see his 2007 book co-authored with Robert Kozinets and Avi Shankar published by Butterworth-Heinemann -, his internationally-influential research has emphasized what he calls “tribal marketing”. He also focuses his research on the major dimensions of the consumption experience. His work on these topics has been published in the International Journal of Research in Marketing, the European Journal of Marketing, the Journal of Marketing Management, the Journal of Consumer Behaviour, Marketing Theory, Consumption, Market & Culture and the Journal of Business Research. On this topic he has collaborated through action research programs with companies such as Alfa-Romeo, Citroën, Ducati, Macif, Zambon.
He is also known for his groundbreaking research in B2B marketing, especially in the field of Project Marketing. His work on this topic has been published in Industrial Marketing Management, the European Management Journal and the Journal of Business & Industrial Marketing. On this topic he has collaborated through action research programs with companies such as Areva, Bouygues, Dassault, Schneider, Thalès.
His latest major publications include:
Cova, B. & Cova, V. (2012), On the Road to Prosumption: Marketing Discourse and the Development of Consumer Competencies, Consumption, Market & Culture, Vol. 15, N°2, pp. 149-168
Cova, B., Dalli, D. & Zwick, D. (2011), Critical Perspectives on Consumers’ Role as ‘Producers’: Broadening the Debate on Value Co-Creation in Marketing Processes, Marketing Theory, Vol. 11, N°3, pp. 231-241.
Jalkala, A., Cova, B., Salle, R. & Salminen, R.T. (2010), Changing Project Business Orientations: Towards a New logic of Project Marketing, European Management Journal , Vol. 28, N°2, pp. 124– 138.
Cova, B. & White, T. (2010), Counter-Brand and Alter-Brand Communities: The Impact of Web 2.0 on Tribal Marketing Approaches, Journal of Marketing Management, Vol. 26, N°3, p. 256-270.
Cova, B. & Dalli, D. (2009), Working Consumers: The Next Step in Marketing Theory?, Marketing Theory, Vol. 9, N°3, pp. 315-339.
Cova, B. & Salle, R. (2008), Marketing Solutions in Accordance with the S-D Logic: Co-Creating Value with Customer Network Actors, Industrial Marketing Management, Vol. 37, N°3, pp. 270-277.
Read more here.