Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The pop‐up store as a foreign operation mode (FOM) for retailers

The pop‐up store as a foreign operation mode (FOM) for retailers Purpose – The purpose of this paper is first, to describe the characteristics of a pop‐up store in an international context, second, to investigate the motivating factors for its choice and third, to analyze its role in the retail internationalization process. Design/methodology/approach – A multiple‐case study was adopted. Research was carried out using secondary data sources, social media observation and semi‐structured interviews with senior managers in charge of the international development and management of pop‐up stores. A conceptualizing content analysis was conducted both manually and with NVivo software. Findings – The main results cover the following aspects of an international pop‐up store and highlight the differences between this choice of FOM and other store formats: key characteristics: location, design and atmosphere, merchandise mix, and store events are very creative in order to attract foreign consumer attention; choice motivations: three motivations were found, which were first, to test and adapt the concept with foreign consumers possibly unfamiliar with such a store concept, second, to raise and sustain the international profile of a retail brand, and third, to develop relationship networks with stakeholders in foreign markets; role in the retail internationalization process: a dynamic approach is adopted as role varies from mode switch at the entry stage to mode combination at the further expansion stage. Research limitations/implications – The results of this research suggest avenues for future research, particularly in relation to how the concept of the international pop‐up store will evolve over time. Practical implications – This research provides guidelines for international retail managers wishing to choose a pop‐up store as a foreign operation mode (FOM). Originality/value – This research provides a new insight into the characteristics, choice motivations and management of a pop‐up store in an international context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The pop‐up store as a foreign operation mode (FOM) for retailers

Loading next page...
 
/lp/emerald-publishing/the-pop-up-store-as-a-foreign-operation-mode-fom-for-retailers-0zZa9GqRYV

References (77)

Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/IJRDM-01-2013-0032
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is first, to describe the characteristics of a pop‐up store in an international context, second, to investigate the motivating factors for its choice and third, to analyze its role in the retail internationalization process. Design/methodology/approach – A multiple‐case study was adopted. Research was carried out using secondary data sources, social media observation and semi‐structured interviews with senior managers in charge of the international development and management of pop‐up stores. A conceptualizing content analysis was conducted both manually and with NVivo software. Findings – The main results cover the following aspects of an international pop‐up store and highlight the differences between this choice of FOM and other store formats: key characteristics: location, design and atmosphere, merchandise mix, and store events are very creative in order to attract foreign consumer attention; choice motivations: three motivations were found, which were first, to test and adapt the concept with foreign consumers possibly unfamiliar with such a store concept, second, to raise and sustain the international profile of a retail brand, and third, to develop relationship networks with stakeholders in foreign markets; role in the retail internationalization process: a dynamic approach is adopted as role varies from mode switch at the entry stage to mode combination at the further expansion stage. Research limitations/implications – The results of this research suggest avenues for future research, particularly in relation to how the concept of the international pop‐up store will evolve over time. Practical implications – This research provides guidelines for international retail managers wishing to choose a pop‐up store as a foreign operation mode (FOM). Originality/value – This research provides a new insight into the characteristics, choice motivations and management of a pop‐up store in an international context.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jul 8, 2014

Keywords: Internationalization; Retailing; Foreign operation mode; Pop‐up store

There are no references for this article.