Reimagining society through retail practice

• Autores: Joel Hietanen, Pekka Mattila, John W. Schouten, Antti Sihvonen, Sammy Toyoki
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 92, Nº 4, 2016, págs. 411-425
• Idioma: inglés
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• Resumen

  • 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. [ABSTRACT FROM AUTHOR]