The article reviews how marketing studies use institutional theory to understand corporate behavior. It shows that many articles focus on how companies adopt sustainable practices due to the need for legitimacy. Supply chain management research also uses this theory to study how external pressures affect supply chains. Consumer behavior studies are starting to use institutional theory to explore how media influences consumer perceptions. The theory is often combined with other theories like service-dominant logic and transaction-cost economics. However, there is still room to explore how institutional theory can be integrated with other theories to understand firm and industry dynamics better.