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Reimagining Society Through Retail Practice

Author

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  • Hietanen, Joel
  • Mattila, Pekka
  • Schouten, John W.
  • Sihvonen, Antti
  • Toyoki, Sammy

Abstract

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.

Suggested Citation

  • Hietanen, Joel & Mattila, Pekka & Schouten, John W. & Sihvonen, Antti & Toyoki, Sammy, 2016. "Reimagining Society Through Retail Practice," Journal of Retailing, Elsevier, vol. 92(4), pages 411-425.
    • Handle: RePEc:eee:jouret:v:92:y:2016:i:4:p:411-425
    DOI: 10.1016/j.jretai.2016.05.005
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    References listed on IDEAS

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