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
    Aarikka-Stenroos, L., Aaboen, L., Cova, B. & Rolfsen, A. (2018). Building B2B relationships via initiation contributors: Three cases from the Norwegian-South Korean international project business. Industrial Marketing Management, 68, 74-85 2018 Refereed Article
    Cova, B., Gaglio, G., Weber, J. & Chanial, P. (2018). Organizational Sensemaking of Non-ethical Consumer Behavior: Case Study of a French Mutual Insurance Company. Journal of Business Ethics, 148 (4), April, 783-799 2018 Refereed Article
    Testa, P., Cova, B., Cantone, L. (2017). The process of de-iconisation of an iconic brand: a genealogical approach. Journal of Marketing Management, 33 (17-18), December, 1490-1521 2017 Refereed Article
    Cova, B. (2017). La vie sociale des marques. Caen : Editions EMS, août, 195 p., ISBN-10: 237687050X 2017 Book
    B. Cova (2016) Brand Communities in G. Ritzer (ed) The Blackwell Encyclopedia of Sociology. John Wiley & Sons 2016 Chapter
    Cova, B. & Guercini, S. (2016), Passion et entrepreneuriat : Vers un entrepreneur tribal ? Revue de l’Entrepreneuriat, Vol. 15, N°2, pp. 7-34. 2016 Refereed Article
    Cova, B., Gaglio, G., Weber, J. & Chanial, P. (2016), Organizational Sensemaking of Non-ethical Consumer Behavior: Case Study of a French Mutual Insurance Company, Journal of Business Ethics, DOI 10.1007/s10551-016-3102-1 2016 Refereed Article
    Cova, B. & Paranque, B. (2016), Value slippage in brand transformation: a conceptualization, Journal of Product and Brand Management, Vol. 25, N°1, pp. 3-10. 2016 Refereed Article
    Cova, B. & D'Antone, S. (2016) Brand Iconicity vs. Anti-Consumption Well Being Concerns: The Nutella Palm Oil Conflict. Journal of Consumer Affairs, Vol. 50, Issue 1, pp. 166–192. 2016 Refereed Article
    Carù, A. & Cova, B. (2015), Co-creating the collective service experience, Journal of Service Management, Vol. 26, N° 2 pp. 276-294. 2015 Refereed Article
    Saucet, M. & Cova, B. (2015) The secret lives of unconventional campaigns: Street marketing on the fringe. Journal of Marketing Communications, Vol. 21, No. 1, 65-77. 2015 Refereed Article
    Caru, A. & Cova, B. (2015) Co-creating the collective service experience. Journal of Service Management, Vol. 26, Issue 2, 276-294. 2015 Refereed Article
    Cova, B. (2015), Michel Maffesoli : Postmodernité et tribalisme, in Rémy, E. & Robert-Demontrond, P., Eds., Regards croisés sur la consommation, Tome 2 – Des structures au retour de l’acteur, Cormeille,s, EMS, pp. 167-183. 2015 Chapter
    Cova, B. (2015), Derrida, Deleuze et Lyotard : French Theory, Postmodernisme et autres, in Rémy, E. & Robert-Demontrond, P., Eds., Regards croisés sur la consommation, Tome 2 – Des structures au retour de l’acteur, Cormeille,s, EMS, pp. 127-139. 2015 Chapter
    Fuschillo, G. & Cova, B. (2015) Subverting the market to help other consumers: The 'la repasse' phenomenon. Journal of Consumer Behaviour, 14(4), 261-269. 2015 Refereed Article
    Cova, B., Pace, S. & Skalen, P. (2015) Brand volunteering: Value co-creation with unpaid consumers. Marketing Theory, Vol. 15(4) 465–485. DOI: 10.1177/1470593115568919 2015 Refereed Article
    Cova, B., Pace, S. & Skalen, P. (2015), Marketing with working consumers: The case of a carmaker and its brand community, Organization, Vol. 22, N° 5, pp.682-701. DOI: 10.1177/1350508414566805. 2015 Refereed Article
    Skalen, P., Pace, S. & Cova, B. (2015) Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, Vol. 49, Issue 3/4, 596-620. 2015 Refereed Article
    Louyot-Gallicher, M. & Cova, B. (2015), Mise en perspective de l’autoproduction accompagnée, In Curbatov, O. (Ed.), Knowledge Marketing, Paris, Impressum, pp. 110-136. 2015 Chapter
    Cova, B. (2015), Les ‘clients volontaires’, ou l’émergence des travailleurs bénévoles, In Bertrand, A. (Ed.), Cahiers de l’ANVIE N°6, Le travail, entre crise et renouveau, Paris, Anvie, pp. 56-58. 2015 Chapter
    Cova, B. (2015), Saintes marques, Le Libellio d’Aegis, Vol. 11, N°3, pp. 71-77. 2015 Refereed Article
    Cova, B., Pardo, C., Salle, R., & Spencer, R. (2015) Normal vs. Spectacular Science. Industrial Marketing Management, 49, 80-83. DOI: 10.1016/j.indmarman.2015.05.035 2015 Refereed Article
    Cova, B. (2014) Re-branding brand genericide. Business Horizons, Vol. 57, 359-369. 2014 Refereed Article
    Caru, A., Cova, B., & Pace, S. (2014) Combining Qualitative Methods in Practice: A Contextualized Account of the Evolution of Consumer Studies. Management Decision, Vol. 52, Issue 4, 777-793. 2014 Refereed Article
    Caru, A. & Cova, B. (2014) The Design of Consumer Experiences: Managerial Approaches for Service Companies. In Baglieri, E., Karmarkar, U. (Eds.) Managing Consumer Services, (pp. 91-108). London: Springer. 2014 Chapter
    Cova, B. & Saucet, M. (2014), Unconventional Marketing: From Guerrilla to Consumer Made. In Moutinho, L., Bigné, E. & Manrai, A.K. (Eds), The Routledge Companion to the Future of Marketing, (pp. 217-233). Oxon: Routledge. 2014 Chapter
    Cova, B. & Rémy, E. (2014) La consommation en clé de don : état des lieux rétrospectif et prospectif. La Revue du Mauss, No. 44, 159-180. 2014 Refereed Article
    Caillé, A., Chanial, P., Cova, B., Gauthier, F. & Rémy, E. (2014) Consommer, donner, s'adonner. Les ressorts de la consommation. La Revue du Mauss, No. 44, 5-26. 2014 Refereed Article
    Cova, B., Fuschillo, G., & Saucet, M. (2014) Attualita e Prospettive dello Street Marketing: La strada, tra supporto e sostanza. MicroMacro Marketing, No. 1, 145-166. 2014 Refereed Article
    Cova, B. & Saucet, M. (2014) Le street marketing, forcément transgressif ? Décisions Marketing, No. 73, 23-39. 2014 Refereed Article
    Caru, A., Cova, B., & Dalli, D. (2014) Mediterranean marketing and southern thinking: Retrospects and prospects. Journal of Consumer Behaviour, Vol. 13, 157-163. 2014 Refereed Article
    Cova, B. & Herbert, M. (2014) Repenser La Production du Consommateur dans la Distribution : Prosumer et Distribucoeur. In Collin-Lachaud, I. (Ed.) Repenser le Commerce Vers une Perspective Socio-Culturelle de la Distribution, (pp. 178-197). Paris: Editions EMS. 2014 Chapter
    Cova, B. (2014), The life of a cult object before, during and after an ethnographic study: The HP 12c financial calculator. In Denny, R. & Sunderland, P. (Eds.), HandBook of Anthropology in Business (pp. 396-411). Walnut Creek: Left Coast Press. 2014 Chapter
    Cova, B., Pardo, C., Salle, R., & Spencer, R. (2014) Coping with Recurring Issues in BtoB research: The Sisyphus effect? Or a "rolling stone" Syndrome? The Industrial Marketing and Purchasing Journal, Vol. 8, Issue 3, 101-106. 2014 Refereed Article
    Cova, B. & Fuschillo, G. (2014) Faire cavalier seul ensemble : "le passage de ticket." La Revue du Mauss, No. 44, 201-216. 2014 Refereed Article
    Cova, B. & Cova, V. (2014) CCT applied research and the limits of consumers' heroicisation. Journal of Marketing Management, Vol. 30, Nos. 11-12, 1086-1100. 2014 Refereed Article
    Fyrberg-Yngfalk, A., Cova, B., Pace, S., & Skalen, P. (2013) Control and Power in Online Consumer Tribes: The Role of Confessions. In Belk, R., Price, L., Penaloza, L. (Eds.) Consumer Culture Theory, Research in Consumer Behavior, (pp. 325-350). Bristol: Emerald Group Publishing. 2013 Chapter
    Cova, B. (2013) Le marketing destructeur ou constructeur de liens ? Lien social, sociabilité sociomarchande et societing. In Bourgne, P. (Ed.) Marketing, Remède ou Poison ?, (pp. 265-284). Cormelles-Le-Royal: EMS Management & Société. 2013 Chapter
    Nogueira Holanda Ferreira, F., Proenςa, J., Spencer, R., & Cova, B. (2013) The transition from products to solutions: External business model fit and dynamics. Industrial Marketing Management, Vol. 42, Issue 7, 1093-1101. 2013 Refereed Article
    Cova, B. (2013) Le généricide des marques : leurre ou menace réelle? Décisions Marketing, no. 71, 111-123. 2013 Refereed Article
    Paranque, B., & Cova, B. (2013) How to enhance value? A comparative approach between marketing and finance. Global Business and Economics Review, Vol. 15, Nos. 2/3, 279-292. 2013 Refereed Article
    Cova, B., Maclaran, P., & Bradshaw, A. (2013) Rethinking consumer culture theory from the postmodern to the communist horizon. Marketing Theory, Vol. 13, No. 2, 213-225. 2013 Refereed Article
    Cayla, J., Cova, B., & Maltese, L. (2013) Party time: Recreation rituals in the world of B2B. Journal of Marketing Management, Vol. 29, Nos. 11-12, 1394-1421. 2013 Refereed Article
    Cova, B., & Kim, T.Y. (2013) Luxury Consumer Tribes in Asia: Insights from South Korea. In Hoffman, J. & Coste-Maniere, I. (Eds.) Global Luxury Trends, Innovative Strategies for Emerging Markets, (pp. 138-154). Hampshire: Palgrave Macmillan. 2013 Chapter
    Cova, B. (2013) Consumer culture in a post-modern world. Mercato e Competitivita. 2013 Refereed Article
    Leroy, J., Cova, B., & Salle, R. (2013) Zooming in VS zooming out on value co-creation: Consequences for BtoB research. Industrial Marketing Management, Vol. 42, Issue 7, 1102-1111. 2013 Refereed Article
    Boulaire, C., & Cova, B. (2013) The dynamics and trajectory of creative consumption practices as revealed by the postmodern game of geocoaching. Consumption, Markets & Culture, Vol. 16, Issue 1, 1-24. 2013 Refereed Article
    Cova, B., Ezan, P., & Fuschillo, G. (2013) Zoom sur l'autoproduction du consommateur. Revue Francaise de Gestion, Vol. 39, No. 234, 115-133. 2013 Refereed Article
    Carù, A., & Cova, B. (2012) Experiencing consumption, appropriating and marketing experiences. In Penaloza, L., Toulouse, N., & Visconti, L. (Eds.) Marketing Management: A Cultural Perspective (pp. 164-177). 2012 Chapter
    Cova, B., & Paranque, B. (2012) Value creation versus destruction: The relationship between consumers, marketers and financiers. Journal of Brand Management, Vol. 20, No. 2, 147-158. 2012 Refereed Article
    Cova, B., & Cova, V. (2012). On the road to prosumption: Marketing discourse and the development of consumer competencies. Consumption Markets & Culture, Vol. 15, Issue 2, 149-168. 2012 Refereed Article
    Cova, B., & Shankar, A. (2012) Tribal Marketing. In Penaloza, L., Toulouse, N., & Visconti, L. (Eds.) Marketing Management: A Cultural Perspective (pp. 178-193). 2012 Chapter
    Cova, B., Giordano, A., & Pallera, M. (2012). Marketing non-convenzionale. Viral, Guerrilla, Tribal, Societing e I 10 principi fondamentali del marketing postmoderno. Milan: Il Sole 24 Ore. 2012 Book
    Spencer, R., & Cova, B. (2012) Market solutions: Breaking free from dyad-centric logic and broadening the scope of S-D L. Journal of Marketing Management, Vol. 28, Issue 13/14, 1571-1587. 2012 Refereed Article
    Cova, B. (2012). La mise au travail des clients passionnes : le cas de la collaboration entre Alfa Romeo et les Alfistes. Sciences de la Societe, No. 82, 81-103. 2012 Refereed Article
    Carù, A., & Cova, B. (2012) Sociologia dei consumatori: modernità, postmodernità e oltre. In Borghini, S., Carù, A., Golfetto, F., Pace, S., Rinallo, D., Visconti, L., & Zerbini, F. (Eds.) Prodotto, consumatore e politiche di mercato quarant'anni dopo, (pp. 17-33). Milan: Egea. 2012 Chapter
    Cova, B., & Salle, R. (2011). A Projektmarketing es a Megoldasmarketing Tagabb Megkozelitese. In Gelei, A., & Mandjak, T. (Eds.) Dzsungel vagy esoerdo? (pp. 339-354). Zagreb: Algoritam 2011 Chapter
    Cova, B. (2011). Communautés, tribus et réseaux sociaux. In MBA Marketing, (pp. 455-480). Publisher: Eyrolles. 2011 Chapter
    Cova, B. & Salle, R. (2011). Shaping Projects, Building Networks. In P.W.G. Morris, J.K. Pinto & J. Söderlund (Eds.), The Oxford HandBook of Project Management (pp. 391-409). Oxford: Oxford University Press. 2011 Chapter
    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, No. 3, (pp. 231-241). 2011 Refereed Article
    Caru, A. & Cova, B. (2011) Autenticita mediterranea al di la degli stereotipi, Economia & Management, Vol. 4 2011 2011 Refereed Article
    Cova, B. (2011). Quando la marca la fanno I consumatori: Counter brand e Alter brand communities. In Cavaleri (Ed.) Comunicazione Liberata, Altri Modi di Comunicare e Partecipare, (pp. 141-158). Publisher: Francesco Brioschi. 2011 Chapter
    Cova, B. (2011), Il Made in Italy: Dopi i capitani d’industria e i creativi, gli artigiani?, In Bucci, A., Codeluppi, V. & Ferraresi, M. (Eds.), Il Made in Italy (pp. 137-144). Roma: Carocci. 2011 Chapter
    Carù, A., & Cova, B. (2011). Marketing e Competenze dei Consumatori: l’approccio al mercato nel dopo-crisi. Milan: Egea. 2011 Book
    Cova, B., Prevot, F., & Spencer, R. (2011). Ahoy all postmodern navigators! Conceptual havens in a stormy ocean. Industrial Marketing Management, Vol. 41, Issue 2, 365-367. 2011 Refereed Article
    Paranque, B., & Cova, B. (2010). The Individual-Collective Dialectic in Management Sciences. A Re-Reading Based on the Interpellation of Finance from a Marketing Standpoint. In T. Lagoarde-Segot (Ed.), After the Crisis: Rethinking Finance, (pp. 17-34). New York: Nova Science Publishers. 2010 Chapter
    Cova, B. (2010). Il Marketing Tribale, (2nd Edition) Milan : Il Sole 24 Ore. 2010 Book
    Cova, B., & Ozçaglar-Toulouse, N. (2010). Une histoire de la CCT française : parcours et concepts clés. Recherche et Applications en Marketing, 25-2, 69-91. 2010 Refereed Article
    Cova, B., & Deruelle, V. (2010). A la recherche du plaisir dans les études consommateurs : Le cas des Orange Labs. Management & Avenir 31, 14-30. 2010 Refereed Article
    Borghini S, Carù A & Cova B "Representing BtoB reality in case study research: Challenges and new opportunities" Industrial Marketing Management Vol. 39 (2010) pp 16–24 2010 Refereed Article
    Cova, B., Louyot, M.C., & Bonnemaizon, A. (2010). Marketing Critique: Le consommateur collaborateur en question. Paris: Lavoisier. 2010 Book
    Caru, A., & Cova, B. (2010). Can the Generation Gap Impede Immersion in an Exhibition? The Case of Annisettanta (The 1970s). The International Journal of Arts Management, 13-2, 16-28. 2010 Refereed Article
    Cova, B., Prévot, F. & Spencer R. (2010) Navigating between dyads and networks, Industrial Marketing Management, 9 (6), 879-886. 2010 Refereed Article
    Cova, B., & White, T. (2010). Counter Brand and Alter-Brand Communities: The Impact of the Web 2.0 on Tribal Marketing Approaches. Journal of Marketing Management, 26,256-270. 2010 Refereed Article
    Cova B & Badot O "Néo-Marketing (Reloaded)" Eds EMS 2009 2009 Book
    Cova, B., & Dalli, D. (2009). Working Consumers : The Next Step in Marketing Theory? Marketing Theory, 9-3, 315–339. 2009 Refereed Article
    Ivens B.S, Pardo C, Salle R & Cova B “Relationship Keyness : The Underlying Concept for Different Forms of Key Relationship Management” Industrial Marketing Management Vol 38 (2009) pp 513-519 2009 Refereed Article
    Cova B & Dalli D “The Linking Value in Experiential Marketing: Acknowledging the Role of Working Consumers” in Maclaran, P., Saren, M., Stern, B. and Tadajewski, M. (Eds.), The Sage HandBook of Marketing Theory, London, Sage, 2009, pp 476-493 2009 Chapter
    Jalkala A, Cova B, Salle R & Salminen R.T "Changing Project Business Orientations: Towards a new Logic of Project Marketing" European Management Journal (2009) 2009 Refereed Article
    Cova, B., & Cova, V. (2009). Les figures du nouveau consommateur  Recherche et Applications en Marketing, 24-3. 81-100. 2009 Refereed Article
    Cova B, Ford D & Salle R “Academic Brands and their Impact on Scientific Endeavour: The Case of Business Market Research and Researchers” Industrial Marketing Management Volume 38, Issue 6, August-September 2009 pp 570-576 2009 Refereed Article
    Kedge Insights
    Insights Others authors Category Expertise
    La vie sociale des marques None Video publication
    Marketing
    Vendre et consommer au bas de la pyramide : une leçon africaine None Paru dans HBR
    Marketing
    Jeux interdits ? Comment les entreprises captent la richesse non-marchande None Published in The Conversation
    Marketing
    Comment les marques tirent parti de l’entraide entre consommateurs None Paru dans HBR
    Marketing
    Notre rapport aux marques, de l’échappée à l’incompétence au quotidien None Published in The Conversation
    Marketing
    Des contrefaçons aux surfaçons : danger ou opportunité pour les marques ? None Paru dans HBR
    Marketing
    Pourquoi les cadres paient pour souffrir le dimanche None Paru dans HBR
    Marketing
    Créer une communauté de marque None Video Xerfi
    Marketing
    Le marketing collaboratif None Video Xerfi
    Marketing
    Le Marketing Tribal : miser sur les communautés et leurs liens None Video Xerfi
    Marketing
    Party time : Rituels festifs dans le monde du BtoB Julien CAYLA Lionel MALTESE Video publication
    Marketing
    Tribal Marketing : the tribalisation of society and its impact on the conduct of marketing None Video publication
    Marketing
    Et si vous recrutiez des « volontaires de marque » None Paru dans HBR
    Marketing
    Le Marketing Tribal : un nouveau mode de consommation None Video publication
    Marketing
    Party time : Recreation rituals in the world of BtoB Julien CAYLA Video publication
    Marketing
    Consommer pour vivre : l'expérience de la consommation None Video Xerfi
    Marketing
    "Je flunche puis on se skype ": Comment les verbes de marques investissent notre langage ? None Paru dans HBR
    Marketing
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