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Reimagining Society Through Retail Practice
Stockholm University, Faculty of Social Sciences, Stockholm Business School. Aalto University School of Business, Finland.
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Number of Authors: 5
2016 (English)In: Journal of Retailing, ISSN 0022-4359, E-ISSN 1873-3271, Vol. 92, no 4, 411-425 p.Article in journal (Refereed) Published
Abstract [en]

Marketing scholars with sociological and anthropological leanings have made great strides in uncovering strategic and theoretical implications of consumer collectives and consumption-driven market phenomena. It has not been very common that their perspectives have been brought to bear on retailing practice or theory. This ethnographic study examines a highly successful, globalizing, consumer-driven pop-up retail festival for its potential lessons about social movements. It reveals new insights into logics and potentialities for retailing as a field of affordances for reimagining society and social practices. It points especially to how eruptions of 'carnivalesque mood' unite everyday citizens to imagine change in a highly regulated social context and how they utilize the practice of retailing collectively to actualize societal change.

Place, publisher, year, edition, pages
2016. Vol. 92, no 4, 411-425 p.
Keyword [en]
Affordance, Agency, Carnivalesque, Mood, Consumer-driven, Pop-up
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-139307DOI: 10.1016/j.jretai.2016.05.005ISI: 000390073100003OAI: oai:DiVA.org:su-139307DiVA: diva2:1074242
Available from: 2017-02-15 Created: 2017-02-15 Last updated: 2017-02-15Bibliographically approved

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