Article | Kulturstudier i Sverige. Nationell forskarkonferens | Store in Negotiation: Observing the Compromise

Title:
Store in Negotiation: Observing the Compromise
Author:
Cecilia Cassinger: Department of Business Administration, School of Economics and Management, Lund University, Sweden Henrik Loodin: Department of Sociology, Lund University, Sweden
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Full text (pdf)
Year:
2005
Conference:
Kulturstudier i Sverige. Nationell forskarkonferens
Issue:
015
Article no.:
017
Pages:
209-217
No. of pages:
9
Publication type:
Abstract and Fulltext
Published:
2005-12-30
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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As the final outpost in the distribution chain towards the end-customer; retailers are able to address consumers from a physical demarcated place: the store. Within the traditional marketing management literature store image has been viewed as a quite durable concept existing in the human mind; thereby image is neglected as an ongoing process embedded in the cultural context on which it depends. In this paper we take an intertextual approach to understanding store image. The concept of intertextuality illuminates that texts are never original; but endlessly referring to other disparate texts within the realm of cultural production where customers and retailers are located. By means of a series of observations at the ikea store in the Swedish town Malmö; we argue that the image of the store can be metaphorically understood as a narrative constituted by volatile compromises resulting from the continuous negotiations between retailer and customers. Towards the end some suggestions on how customers and retailers may increase their negotiation skills are given.

Keywords: Place; Image; Negotiation; Intertextuality

Kulturstudier i Sverige. Nationell forskarkonferens

Author:
Cecilia Cassinger, Henrik Loodin
Title:
Store in Negotiation: Observing the Compromise
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Kulturstudier i Sverige. Nationell forskarkonferens

Author:
Cecilia Cassinger, Henrik Loodin
Title:
Store in Negotiation: Observing the Compromise
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