Autore: Zarantonello, Lia
Titolo: Gli spazi di consumo temporanei: un'analisi esplorativa attraverso cinque casi di studio
Periodico: Micro & macro marketing
Anno: 2009 - Volume: 18 - Fascicolo: 1 - Pagina iniziale: 19 - Pagina finale: 40

Temporary spaces of consumption such as "temporary stores" and "pop-up shops" are increasingly common in Western societies. The aim of this paper is to investigate such spaces, in order to understand their nature and specificity. To that end, a theoretical background is first provided, by referring to concepts developed in the areas of retailing and event marketing. A case study research is then conducted. Starting from real-life cases - namely, 500 Pop-Up Store, Alixir Food Lounge, Galleria Illy, Nivea Pop-Up Shop and Temporary Store United Colors of Benetton - transversal observations are drawn, by following an inductive process. Finally, managerial implications are discussed as well as the limits of the study and the directions for future research.


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SICI: 1121-4228(2009)18:1<19:GSDCTU>2.0.ZU;2-Q
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