Orchestrating retail in small cities

Ekström, Karin M. and Jönsson, Håkan

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: The structural transformation of retail is challenging for many small cities. Rather than seeing the retailer as a sole player, this article considers retail in small cities to be shaped in a retail eco system consisting of many different actors besides retailers such as municipalities, landlords, business/city organisations, customers/citizens. The key contribution of the article is to provide new perspectives on the challenges and management of retail in small cities by applying a metaphor from the culture and fine arts sector, orchestration. The article is based on a combination of in-depth interviews and participant observation at three small cities in Sweden. In total, 38 interviews have been conducted with representatives of retailers, municipality, business/city associations and landlords.

Keywords: Retailing; Small cities; Orchestration; Experiences; Retail eco system (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001011

DOI: 10.1016/j.jretconser.2022.103008

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