Liquid retail: cultural perspectives on marketplace transformation |
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| Authors: | Ronan de Kervenoael Domen Bajde Alexandre Schwob |
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| Affiliation: | 1. Department of Marketing, Rennes School of Business, Rennes, Franceronan.jouan-de-kervenoael@rennes-sb.com;3. Department of Marketing &4. Management, University of Southern Denmark, Odense, Denmark;5. Dundee Business School, University of Abertay, Dundee, UK |
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| Abstract: | ABSTRACTInspired by Bauman’s notion of “liquidity,” we problematize the socio-cultural dynamics taking place in contemporary retail. The notion of liquid retail enables researchers to untangle marketplace transformation and to highlight developments centred around markets and market-actors that jointly transform each other. This introduction underlines, as a point of departure, recent developments in retailing that have been marked by the corrosion of fixity and boundaries. We provide a short synopsis of marketplace transformation and liquid retail, from a socio-cultural perspective, and summarize the papers included in this special issue. |
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| Keywords: | Marketplace transformation culture liquid retail Bauman social change |
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