Viewing the digital transformation of marketing as a management style: Decrypting consultants' discourse

Through a critical analysis of consultants' discourse, this exploratory study examines the digital transformation of marketing. Conducted with external and in-house consultants, our research shows that the digital transformation of marketing can be likened to a management style. Data analysis reveals how consultants make their case to ensure that the digital transformation of marketing is an imperative for managers. From this starting point, consultants then put together a consulting service that contributes to spreading this management style within companies. Our study decrypts their discourse around the digital transformation of marketing, granting companies a better perspective for greater understanding.