CONCEPT STORE – A CREATIVE TWIST IN PHYSICAL RETAILING - A study about the entrepreneurial values and the lifecycle of concept stores in the Netherlands
2020
The changing of the retail landscape and market uncertainty has challenged the traditional
retail business, but the rise of the experience economy, as well as the creative industry, has
offered new opportunities to creative entrepreneurs (Warde, 2015, 2017; Pine and Gilmore,
1999). The concept store as a creative physical retail business has emerged globally, against
the online shopping trend despite the market uncertainty. The gap in academic research on
concept store business practices is yet to be filled. Therefore, this thesis is dedicated to
understanding the concept store as a cultural entrepreneurial practice by finding out how
entrepreneurial preferences and values affect the lifecycle of concept stores. With a group of
crucial literature on consumption changes and cultural entrepreneurship as the research
foundation, a qualitative empirical study, which consists of 10 interviews with concept store
owners and managers in the Netherlands, was carried out. The findings of this research
present a new definition and typology of concept stores, as well as the connection between
different value preferences and business decisions made in concept store lifecycles.
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