Participatory Management and Its Role in Marketing: A Systematic Literature Review of Two Decades

Abstract

This particular review paper focuses on two purposes: 1) To lay out a systematic overview of participatory management (PM) literature and 2) To analyze the methodology and significance of research in participatory management in marketing, paving the way for more research in the future. Design Methodology/Approach: This paper used the systematic literature review format. The various research articles were taken from Google Scholar (with citation index equal to or more than 30) and the Microsoft Academic database covering two decades, i.e. 2001 to 2020. Findings: Significant contributions of Participatory Management (PM) have been found in developing brands and place marketing. Some of the main themes studied clarify the components of PM, barriers, and limitations of PM. The findings reveal that very little research on PM has been done in the field of marketing, however, PM can be measured precisely.