The role of value co-creation in SME pop-up retail space: a supply-side relational stakeholder perspective.
|Foster, Carley, Brindley, Clare, Oxborrow, Lynn and Armannsdottir, Guja
Pop-ups are regarded as temporary retail space providing an experiential experience to customers, a solution to filling empty retail units and a way for SME retailers to market test products and services. Studies exploring the pop-up phenomenon have focused upon the vale co-creation between the customer and pop-up owner. However, this paper argues that the inter-organisational relationships the pop-up has with other supply-side stakeholders can also be a source of value co-creation for the pop-up. The paper argues that inter-organisational interactions are a source of value creation helping to improve the managerial capabilities and business model of the pop-up. This in turn improves the final offering to the end consumer. The study draws upon interview data collected from landlords, local authorities, shopping centres, community representatives and pop-owners across 6 sites in the UK, Iceland and the Netherlands.
|Pop-up retail; Value co-creation; Qualitative; Stakeholders
|EAERCD Conference, Dublin
|Web address (URL)
File Access Level
|05 Jul 2017
|Publication process dates
|20 Jul 2017, 10:06
|University of Derby and Nottingham Trent University
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