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

Giovanardi, Massimo and Lucarelli, Andrea LU (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:
author
organization
publishing date
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
2018-01-16 13:20:19
@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},
  keyword      = {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},
  volume       = {82},
  year         = {2017},
}