From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China

Meera Venkatraman and Teresa Nelson
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Meera Venkatraman: Sawyer Business School, Suffolk University, Boston, USA
Teresa Nelson: School of Management, Simmons College, Boston, USA

Journal of International Business Studies, 2008, vol. 39, issue 6, 1010-1026

Abstract: A servicescape can be viewed as the frozen potential of a consumptionscape, which is unleashed when consumers “twist” the resources of its built environment for their own purposes. In this paper we explore how young, urban Chinese consumers transform the iconic global brand Starbucks into a consumptionscape through their enactment of personally meaningful experiences, roles, and identities in the setting. We employ the qualitative research methodology of photo-elicitation by having consumers record their experience in a Starbucks in Beijing through photography and later using these images as probes in a depth interview. The implications for new global servicescapes in local markets are discussed. Journal of International Business Studies (2008) 39, 1010–1026. doi:10.1057/palgrave.jibs.8400353

Date: 2008
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