Localized globalization through structures of common difference and the in-store curation of a glocal retailscape

Hope Jensen Schau, Melissa Archpru Akaka and Rodrigo Costa Segabinazzi

Journal of Retailing, 2023, vol. 99, issue 4, 634-653

Abstract: In global markets, branded material and symbolic artifacts are curated in patterned ways to replicate and scale retail experience. We apply a structures of common difference framework to show how global brands can be strategically localized through in-store curations within specific physical locations. This localized globalization deploys familiar global brands in ways that feel authentically local and idiosyncratically intimately connected with many and varied retail instantiations (glocal). We underscore that global-local reciprocity is critical and the SCD work for global and local brands. We affirm that global brands give local retailers a steady stream of compelling merchandise connecting the local to global markets, and conversely, local content stabilizes global brands’ connections to communities and physical stores. This recursive relationship feeds into an overarching global common form that celebrates local diversity and supports the interlocking identities of brands and customers.

Keywords: Structures of common difference; Glocal; Retailscape; Localization; Globalization (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S002243592300060X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:99:y:2023:i:4:p:634-653

DOI: 10.1016/j.jretai.2023.11.007

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().