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Sailing through marketing: A critical assessment of spatiality in marketing literature

journal contribution
posted on 19.04.2018, 10:49 by Massimo Giovanardi, Andrea Lucarelli
Marketing has historically been entangled with the study of geography, which has become a very popular focus in the marketing literature nowadays. However, spatially-oriented perspectives in marketing tend to rest on a conceptual divide between place-oriented and space-oriented thinking, thus inhibiting the production of more eclectic and creative spatial knowledge. This conceptual paper endeavors to overcome this dichotomy by rethinking spatiality in terms of boundedness, openness, functionality and expressivity. These constitute the four cardinal points of a “compass rose” that marketers can use to reassess and combine different appreciations of spatiality. The paper suggests the idea of “sailing” as an appropriate metaphor to explore pioneering multi-dimensional appreciations of geography in marketing and go beyond the divide between place-oriented and space-oriented thinking.

History

Citation

Journal of Business Research, 2017, 82, pp. 149-159

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Business

Version

AM (Accepted Manuscript)

Published in

Journal of Business Research

Publisher

Elsevier

issn

0148-2963

Acceptance date

17/09/2017

Copyright date

2017

Publisher version

https://www.sciencedirect.com/science/article/pii/S0148296317303466?via=ihub

Notes

The file associated with this record is under embargo until 36 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.

Language

en