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Wednesday 10 September 2014

A multi-sited ethnographic marketing inquiry into the experiences produced and undergone at shopping malls

Flavia Silveira-Cardoso, ESCP Europe Ph.D. student, will defend her dissertation on 23th septembre 2014, within the Ecole Doctorale de Management Panthéon-Sorbonne.

Dissertation title : "A multi-sited ethnographic marketing inquiry into the experiences produced and undergone at shopping malls: The cases of malls in Buenos Aires, London, Paris, Rio de Janeiro and São Paulo".

Under the direction of  :

Prof.Olivier Badot, Associate Dean of Research, ESCP Europe, Associate Professor of University, Université de Caen-Basse Normandie (NIMEC)

Madame Florence Pinot de Villechenon, Associate Professor, ESCP Europe (CERALE)

Comittee:

Rapporteurs :

  • Mr Dominique Desjeux, Professeur des Universités, Université Sorbonne Paris V (CERLIS)
  • Mr Eric Rémy, Professeur des Universités, Université de Rouen (NIMEC)


Suffragants :

  • Mr Yochanan Altman, Full Professor, Middlesex University
  • Mr Jean-François Lemoine, Directeur de l'Ecole Doctorale en Management n° 559 "Panthéon-Sorbonne", Professeur des Universités, Université Paris I – Panthéon Sorbonne (PRISM)
  • Ms Adeline Ochs, Docteur en Sciences de Gestion, Université Paris II (Largepa), Directrice Générale, Topoye

Abstract :

This research focuses on shopping centers and on the shopping and consuming experiences produced and undergone within these retail spaces in different cities and in different regions of the world. Although significant work has been done on this topic in developed economies, significantly less has been devoted to emerging economies and even less has been done in comparative terms. This work builds on the existing Consumer Culture Theory related literature and it attempts to address current gaps in this body of work, as well as to provide managerial recommendations based on research findings. It differentiates itself from previous research on shopping centers on four main aspects: (1) By studying the phenomenon of shopping centers in Latin America, a largely unexplored domain; (2) By adding a multicultural perspective to the body of research on consumer and shopping experiences at shopping centers through the study of cases in five different cities; (3) By establishing a process of case selection to provide a priori variability of cases; (4) By comparing on ¨continuum¨ (Carù & Cova, 2007; Roederer, 2008) the full array of shopping experiences: produced, undergone and co-driven (Csaba and Askegaard, 1999; Tsai, 2010) and assessing whether these experiences vary across locations as well as the possible causes of variation.

Key words: Shopping Centers; Consumer Culture; Servicescapes; Argentina; Brazil; England, France.

 

Résumé :

Cette recherche se concentre sur les centres commerciaux et sur les expériences de magasinage produites et vécues au sein de ces espaces de vente dans différentes villes et régions du monde (Angleterre, Argentine, Brésil, France). Bien qu’il existe de nombreuses recherches sur ce sujet dans les économies développées, il en existe peu consacrées aux économies émergentes (Amérique Latine, notamment) et encore moins à des comparaisons inter-zones. Ce travail à caractère inductif et interculturel s'appuie, pour la discussion théorique des observations menées, sur les apports de la “Consumer Culture Theory”, en particulier sur les recherches sur l’expérience de magasinage transposées aux centres commerciaux, et tente de dégager des implications marketing.

Mots Clés : Centres commerciaux, Consumer Culture Theory, expériences de magasinage, analyse inter-culturelle, Angleterre, Argentine, Brésil, France.

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