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Bernard COVA

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Bernard Cova is Senior Professor of Marketing at Kedge Business School. A pioneer in the field of collective consumption since the early nineties, his internationally-influential research has paved the way to brand community approaches. His work on this topic has been published in the International Journal of Research in Marketing, the European Journal of Marketing, Marketing Theory and the Journal of Business Research. He is also known for his groundbreaking research in B2B marketing, especially in the field of solution marketing. His work on this topic has been published in the Journal of Marketing Management, the Journal of Business & Industrial Marketing, and Industrial Marketing Management.

    Recent publications
    Publication Year of publication Type of publication
    BARES, F., B.COVA, G.FARDE, R.SALLE, "Caught in the crossfire of orders of worth: A failed attempt by a small business to reconfigure a French public sector", Journal of Small Business and Entrepreneurship, 2020, vol. 32, no. 2, pp. 203-222 2020 Journal article
    CARU, A., B.COVA, "Experiencing Consumption" in Marketing Management: A Cultural Perspective 2nd Edition., Penaloza, L., Toulouse, N. & Visconti, L.M. Eds, Routledge, pp. 139-152, 2020 2020 Book chapter
    COVA, B., A.SHANKAR, "Tribal Marketing" in Marketing Management: A Cultural Perspective 2nd Edition., Penaloza, L., Toulouse, N. & Visconti, L.M. Eds, Routledge, pp. 168-182, 2020 2020 Book chapter
    COVA, B., "To Change the Law, Defy the Law: Hijacking the Cause and Co-opting Its Advocate", Journal of Public Policy and Marketing, 2020, vol. 39, no. 4, pp. 430-443 2020 Journal article
    COVA, B., "Entre communautarisation de la consommation et marchandisation de la vie quotidienne" in Les reconfigurations de l'échange marchand., Myriam Ertz, Damien Hallegate & Julien Bousquet Eds, Presses de l'Université du Québec, chap. Préface, pp. VII-XVI, 2019 2019 Book chapter
    COVA, B., "Jamais sans ma tribu ? Modulations de la relation de service en marketing tribal", Decisions Marketing, 2019, no. 95, pp. 15-32 2019 Journal article
    COVA, B., B.PARANQUE, "Tensions between Value Capture and Value Slippage: The Case of Brand Communities", Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 2019, vol. 36, no. 1, pp. 35-46 2019 Journal article
    COVA, B., P.SKALEN, S.PACE, "Interpersonal practice in project marketing: How institutional logics condition and change them", Journal of Business and Industrial Marketing, 2019, vol. 34, no. 4, pp. 723-734 2019 Journal article
    COVA, V., B.COVA, "Experience copycats. The Compostela case", Journal of Product and Brand Management, 2019, vol. 28, no. 6, pp. 720-732 2019 Journal article
    COVA, V., B.COVA, "Pain, suffering and the consumption of spirituality: a toe story", Journal of Marketing Management, 2019, vol. 35, no. 5-6, pp. 565-585 2019 Journal article
    PARANQUE, B., B.COVA, "Exploitation and Emancipation" in The Routledge Companion to Critical Marketing., Tadajewski,M., Higgins, M., Denegri-Knott,J. and Varman, R. Eds, Routledge, chap. 27, pp. 439-452, 2019 2019 Book chapter
    COVA, B., P.CHANIAL, A.CAILLE, G.GAGLIO, J.WEBER, "Gérer par la valeur sociale : Un pari impossible pour les mutuelles ?" in GESS : Gestion des Entreprises Sociales et Solidaires., Amina BEJI-BECHEUR, Pénélope CODELLO, Pascale CHATEAU TERRISSE Eds, Editions EMS, pp. 83-104., 2018 2018 Book chapter
    GUERCINI, S., B.COVA, "Unconventional entrepreneurship", Journal of Business Research, 2018, vol. 92, no. November, pp. 385-391 2018 Journal article
    AARIKKA-STENROOS, L., L.AABOEN, B.COVA, A.ROLSFEN, "Building B2B relationships via initiation contributors: Three cases from the Norwegian-South Korean international project business", Industrial Marketing Management, 2018, vol. 68, no. 1, pp. 74-85 2018 Journal article
    COVA, B., A.CARU, J.CAYLA, "Re-conceptualizing escape in consumer research", Qualitative Market Research: An International Journal, 2018, vol. 21, no. 4, pp. 445-464 2018 Journal article
    COVA, B., A.SHANKAR, "Consumption tribes and collective performance" in Consumer Culture Theory., Eric J. Arnould & Craig J Thompson Ed., Sage, pp. 88-106, 2018 2018 Book chapter
    COVA, B., D.DALLI, "Prosumption tribes: How consumers collectively rework brands, products, services and markets" in The SAGE Handbook of Consumer Culture., Olga Kravets, Pauline Maclaran, Steven Miles & Alladi Venkatesh Eds, Sage, pp. 235-255, 2018 2018 Book chapter
    COVA, B., G.GAGLIO, J.WEBER, P.CHANIAL, "Organizational Sensemaking of Non-ethical Consumer Behavior: Case Study of a French Mutual Insurance Company", Journal of Business Ethics, 2018, vol. 148, no. 4, pp. 783-799 2018 Journal article
    COVA, B., G.FUSCHILLO, S.PACE, Le Marche Siamo Noi, FrancoAngeli Editore, Milano, Italy, 2017 2017 Book
    BARES, F., B.COVA, S.HOMBOURGER-BARÈS, "Coaching entrepreneurial : Comment intégrer la passion ?", Entreprendre et Innover, 2017, no. 35, pp. 7-18 2017 Journal article
    COVA, B., La vie sociale des marques, Editions EMS, Caen, France, 2017 2017 Book
    COVA, B., E.REMY, "Au coeur du phénomène collaboratif : l’entraide" in La Consommation Collaborative., Decrop, A. Eds, De Boeck-Vuibert, 2017 2017 Book chapter
    COVA, B., V.COVA, H.EL JURDI, "Ethnographies of a Mediterranean Vestaval: The Passeggiata" in Contemporary Consumer Culture Theory., Sherry, J. F. Jr. & Fischer, E. Eds, Routledge, pp. 130-151, 2017 2017 Book chapter
    SCOTT, R., J.CAYLA, B.COVA, "Selling Pain to the Saturated Self", Journal of Consumer Research, 2017, vol. 44, no. 1, pp. 22-43 2017 Journal article
    TESTA, P., B.COVA, L.CANTONE, "The process of de-iconisation of an iconic brand: a genealogical approach", Journal of Marketing Management, 2017, vol. 33, no. 17-18, pp. 1490-1521 2017 Journal article
    FERREIRA, F. N. H., B.COVA, R.SPENCER, J. F.PROENÇA, "A phase model for solution relationship development: a case study in the aerospace industry", Journal of Business and Industrial Marketing, 2017, vol. 32, no. 5, pp. 625-639 2017 Journal article
    CARU, A., B.COVA, S.PACE, "Innovating’ as an interaction of practices: the case of customers’ use of a new website" in Innovating in practices: perspectives and experiences., Tiziana Russo Spena, Cristina Mele & Maaria Nuutinen Eds, Springer International Publishing, pp. 139-157, 2016 2016 Book chapter
    CARU, A., L.COLM, B.COVA, "Innovating Services Through Experiences: An Investigation of Servicescape’s Pivotal Role," in Service Innovation. Novel Ways of Creating Value in Actor Systems., Toivonen, M Eds, Springer Japan, pp. 149-170, 2016 2016 Book chapter
    COVA, B., "Brand Communities" in The Blackwell Encyclopedia of Sociology., Ritzer, G. Eds, Blackwell Publishing, 2016 2016 Book chapter
    COVA, B., B.PARANQUE, "Value slippage in brand transformation: a conceptualization", Journal of Product and Brand Management, 2016, vol. 25, no. 1, pp. 3-10 2016 Journal article
    PARANQUE, B., B.COVA, "Brand Value Creation versus Destruction: The Relationship between Consumers, Marketers, and Financiers" in Finance Reconsidered: New Perspectives for a Responsible and Sustainable Finance., Bernard Paranque, Roland Pérez Eds, Emerald Group Publishing Limited, pp. 245-261, 2016 2016 Book chapter
    FERREIRA, F. N. H., B.COVA, R.SPENCER, J. F.PROENÇA, "A dynamics-based approach to solutions typology: A case from the aerospace industry", Industrial Marketing Management, 2016, vol. 58, pp. 114-122 2016 Journal article
    COVA, B., S.D'ANTONE, "Brand Iconicity vs. Anti-Consumption Well-Being Concerns: The Nutella Palm Oil Conflict", Journal of Consumer Affairs, 2016, vol. 50, no. 1, pp. 166-192 2016 Journal article
    FUSCHILLO, G., B.COVA, "Subverting the market to help other consumers: The ‘la repasse’ phenomenon", Journal of Consumer Behaviour, 2015, vol. 14, no. 4, pp. 261-269 2015 Journal article
    CARÙ, A., B.COVA, "Co-creating the collective service experience", Journal of Service Management, 2015, vol. 26, no. 2, pp. 276-294 2015 Journal article
    CARÙ, A., B.COVA, "Expériences de consommation et marketing expérientiel", Revue Française de Gestion, 2015, vol. 41, no. 253, pp. 353-367 2015 Journal article
    COVA, B., "Derrida, Deleuze et Lyotard : French Theory, Postmodernisme et autres," in Regards croisés sur la consommation, Tome 2 – Des structures au retour de l’acteur., Rémy, E. & Robert-Demontrond, P. Eds, Editions EMS, vol. 2, chap. 5, pp. 127-139, 2015 2015 Book chapter
    COVA, B., "Michel Maffesoli : Postmodernité et tribalisme" in Regards croisés sur la consommation, Tome 2 – Des structures au retour de l’acteur., Rémy, E. & Robert-Demontrond, P. Eds, Editions EMS, vol. 2, chap. 7, pp. 167-183, 2015 2015 Book chapter
    COVA, B., S.PACE, P.SKÅLÉN, "Brand volunteering", Marketing Theory, 2015, vol. 15, no. 4, pp. 465-485 2015 Journal article
    COVA, B., S.PACE, P.SKÅLÉN, "Marketing with working consumers: The case of a carmaker and its brand community", Organization, 2015, vol. 22, no. 5, pp. 682-701 2015 Journal article
    SKÅLÉN, P., S.PACE, B.COVA, "Firm-brand community value co-creation as alignment of practices", European Journal of Marketing, 2015, vol. 49, no. 3/4, pp. 596-620 2015 Journal article
    COVA, B., C.PARDO, R.SALLE, R.SPENCER, "Normal vs spectacular science: The IMP Group and BtoB marketing", Industrial Marketing Management, 2015, vol. 49, pp. 80-83 2015 Journal article
    Pedagogy

    Marketing

    • Consumer research
    • Consumer research
    Kedge Insights
    Insights Others authors Category Expertise
    Solidarité Covid-19 : La tradition napolitaine, le ‘caffè sospeso’, à l’origine de la généralisation d’une nouvelle forme de solidarité citoyenne : l’entraide anonyme Gregorio FUSCHILLO Expert’s view
    Marketing & new consumption
    Comment conquérir de nouveaux clients sans perdre les anciens None Paru dans HBR
    Marketing & new consumption
    Pourquoi les cadres payent pour souffrir le dimanche ? None Video Xerfi
    Marketing & new consumption
    La vie sociale des marques None Video publication
    Marketing & new consumption
    Vendre et consommer au bas de la pyramide : une leçon africaine None Paru dans HBR
    Marketing & new consumption
    Jeux interdits ? Comment les entreprises captent la richesse non-marchande None Published in The Conversation
    Marketing & new consumption
    Comment les marques tirent parti de l’entraide entre consommateurs None Paru dans HBR
    Marketing & new consumption
    Notre rapport aux marques, de l’échappée à l’incompétence au quotidien None Published in The Conversation
    Marketing & new consumption
    Des contrefaçons aux surfaçons : danger ou opportunité pour les marques ? None Paru dans HBR
    Marketing & new consumption
    Pourquoi les cadres paient pour souffrir le dimanche None Paru dans HBR
    Marketing & new consumption
    Créer une communauté de marque None Video Xerfi
    Marketing & new consumption
    Le marketing collaboratif None Video Xerfi
    Marketing & new consumption
    Le Marketing Tribal : miser sur les communautés et leurs liens None Video Xerfi
    Marketing & new consumption
    Tribal Marketing : the tribalisation of society and its impact on the conduct of marketing None Video publication
    Marketing & new consumption
    Party time : Recreation rituals in the world of BtoB None Video publication
    Marketing & new consumption
    "Je flunche puis on se skype ": Comment les verbes de marques investissent notre langage ? None Paru dans HBR
    Marketing & new consumption
    Consommer pour vivre : l'expérience de la consommation None Video Xerfi
    Marketing & new consumption
    Le Marketing Tribal : un nouveau mode de consommation None Video publication
    Marketing & new consumption
    Party time : Rituels festifs dans le monde du BtoB Lionel MALTESE Video publication
    Marketing & new consumption
    Et si vous recrutiez des « volontaires de marque » None Paru dans HBR
    Marketing & new consumption
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