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Gli spazi di consumo temporanei: un'analisi esplorativa attraverso cinque casi di studio

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  • Lia Zarantonello

Abstract

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.

Suggested Citation

  • Lia Zarantonello, 2009. "Gli spazi di consumo temporanei: un'analisi esplorativa attraverso cinque casi di studio," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 19-40.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/29365:y:2009:i:1:p:19-40
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