Pop-up stores as a foreign operation mode for retailers

Karine Picot-Coupey

Economics Working Paper Archive (University of Rennes & University of Caen) from Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS

Abstract: Purpose: The purpose of this research is (1) to describe the characteristics of a pop-up store in an international context, (2) to investigate the motives for its choice and (3) to analyse how it is managed. Design/methodology/approach: A multiple-case study was adopted. Research was carried out through secondary data sources, social media observation and semi-structured interviews with senior managers in charge of developing and managing pop-up stores internationally. A conceptualizing content analysis was carried out manually and using NVivo software. Findings: The main results concern: - the characteristics of an international pop-up store: location, design and architecture, merchandise mix and events associated to the store are key characteristics that exhibit differences; - the three motives for its choice: testing and adapting the concept to foreign consumers who are unfamiliar with; raising and sustaining the international profile of a retail brand; developing relationships networks with stakeholders in foreign markets; - its management: the management of pop-up stores as foreign operation modes is dynamic. It varies from mode switch at the entry stage to mode combination at the further expansion stage. Research limitations/implications: The research results suggest avenues for future research,especially about how the concept of international pop-up store will evolve over time. Practical implications: The research provides guidelines to international retail managers in order to choose a pop-up store as a FOM in appropriate situations. Originality/value: The research brings new understanding into the characteristics, the motives for the choice and the management of a pop-up store in an international context.

Keywords: pop-up store; foreign operation mode; retailing; internationalisation (search for similar items in EconPapers)
Date: 2012-11
New Economics Papers: this item is included in nep-mkt
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