Sailing through marketing : A critical assessment of spatiality in marketing literature
(2017) In Journal of Business Research 82. p.149-159- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/7ca375ef-9c66-4e0a-943b-c38e42f83afe
- author
- Giovanardi, Massimo and Lucarelli, Andrea LU
- organization
- publishing date
- 2017
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- space, place, geography, spatiality, marketing theory, metaphors
- in
- Journal of Business Research
- volume
- 82
- pages
- 11 pages
- publisher
- Elsevier
- external identifiers
-
- scopus:85034021580
- wos:000414881400014
- ISSN
- 0148-2963
- DOI
- 10.1016/j.jbusres.2017.09.029
- language
- English
- LU publication?
- yes
- id
- 7ca375ef-9c66-4e0a-943b-c38e42f83afe
- date added to LUP
- 2017-10-02 18:09:17
- date last changed
- 2022-04-17 08:03:30
@article{7ca375ef-9c66-4e0a-943b-c38e42f83afe,
abstract = {{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.}},
author = {{Giovanardi, Massimo and Lucarelli, Andrea}},
issn = {{0148-2963}},
keywords = {{space; place; geography; spatiality; marketing theory; metaphors}},
language = {{eng}},
pages = {{149--159}},
publisher = {{Elsevier}},
series = {{Journal of Business Research}},
title = {{Sailing through marketing : A critical assessment of spatiality in marketing literature}},
url = {{http://dx.doi.org/10.1016/j.jbusres.2017.09.029}},
doi = {{10.1016/j.jbusres.2017.09.029}},
volume = {{82}},
year = {{2017}},
}