"IT'S WEIRD TO GO TO A RESTAURANT IN MY OWN STREET" THE NEGATIVE EFFECTS OF PROXIMITY IN THE MARKET RELATIONSHIP: ETHNOGRAPHIC INSIGHTS INTO DOWNTOWN ROUEN

« C'EST BIZARRE D'ALLER AU RESTO EN BAS DE CHEZ SOI » LES EFFETS NÉGATIFS DE LA PROXIMITÉ DANS LA RELATION MARCHANDE

Cerise Thorel () and Baptiste Cléret
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Cerise Thorel: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, IAE Rouen - Institut d'Administration des Entreprises (IAE) - Rouen
Baptiste Cléret: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, IAE Rouen - Institut d'Administration des Entreprises (IAE) - Rouen

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Abstract: If the development of peri-urban commercial zones has had its good years, we can now observe that city centers and proximity are returning to the heart of commercial strategies. The marketing literature presents proximity as a polymorphous concept but always beneficial in the commercial relationship. This research proposes to investigate this concept through an ethnographic approach of the Rouen city center in order to detect its potential negative effects. The results show that proximity can sometimes generate a physical and relational distancing in the commercial relationship.

Keywords: Proximity city center; ethnography; local consumption; city center; proximité; centre-ville; ethnographie; consommation locale (search for similar items in EconPapers)
Date: 2023-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04719865v1
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Published in AFM, May 2023, Vannes (Bretagne, France), France

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