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Creative Concept or Watered-down Version?

Michelsen, Clara LU and Beckman, Alice LU (2019) BUSN39 20191
Department of Business Administration
Abstract
The purpose of this to study is to identify factors that influence how a concept store format contributes to a format portfolio, which will be done by exploring the concept store format from three perspectives; customers, manager, and industry experts. Philosophies of epistemology and ontology were considered, where the social constructionism stance was employed. Additionally, the research followed an abductive approach where the qualitative methods semi-structured interviews and documentation for data collection was carried out. Finally, the research adopted a
single case study of a specific format in the home furniture sector, with multiple embedded units (i.e. two concept stores). The study focused on reviewing literature within the... (More)
The purpose of this to study is to identify factors that influence how a concept store format contributes to a format portfolio, which will be done by exploring the concept store format from three perspectives; customers, manager, and industry experts. Philosophies of epistemology and ontology were considered, where the social constructionism stance was employed. Additionally, the research followed an abductive approach where the qualitative methods semi-structured interviews and documentation for data collection was carried out. Finally, the research adopted a
single case study of a specific format in the home furniture sector, with multiple embedded units (i.e. two concept stores). The study focused on reviewing literature within the areas of format
development and portfolio management, which includes concept such as format synergies,
format objectives and format evaluation. Additionally, theory on customer experience was
reviewed, which essentially includes store format choice as well as the in-store experiences
shaped by the store characteristics apparent in a concept store (i.e. store location, store
personnel, store environment, merchandise, digital touchpoints). A multi-method procedure for the data collection was applied, where semi-structured interviews were conducted with 27 customers, 10 managers and 3 industry experts.
The interviews were then coupled with documentation in order to increase the understandingbof formats part of the portfolio, as well as in order to better comprehend the information and context expressed during the interviews. The analysis grounded in the three perspectives shows several contributions as well as shortcomings of the concept store format. More specifically, these refer to improved customer experience, market penetration, learnings, revived corporate image, and positive as well as negative financial outcomes. These contributions and shortcomings are the results of
several prominent factors which have a determining role for whether the outcomes occur or not. Additionally, we conclude that beyond traditional sales evaluation methods, and in the light of the influential factors, it is beneficial to determine what kind of behaviours the store format prompts and how that behaviour relates to the other formats in the portfolio. Thus, by doing so cross-format mobility and the relative role of the concept store format can be better established. (Less)
Popular Abstract
The purpose of this to study is to identify factors that influence how a concept store format contributes to a format portfolio, which will be done by exploring the concept store format from three perspectives; customers, manager, and industry experts. Philosophies of epistemology and ontology were considered, where the social constructionism stance was employed. Additionally, the research followed an abductive approach where the qualitative methods semi-structured interviews and documentation for data collection was carried out. Finally, the research adopted a
single case study of a specific format in the home furniture sector, with multiple embedded units (i.e. two concept stores). The study focused on reviewing literature within the... (More)
The purpose of this to study is to identify factors that influence how a concept store format contributes to a format portfolio, which will be done by exploring the concept store format from three perspectives; customers, manager, and industry experts. Philosophies of epistemology and ontology were considered, where the social constructionism stance was employed. Additionally, the research followed an abductive approach where the qualitative methods semi-structured interviews and documentation for data collection was carried out. Finally, the research adopted a
single case study of a specific format in the home furniture sector, with multiple embedded units (i.e. two concept stores). The study focused on reviewing literature within the areas of format
development and portfolio management, which includes concept such as format synergies,
format objectives and format evaluation. Additionally, theory on customer experience was
reviewed, which essentially includes store format choice as well as the in-store experiences
shaped by the store characteristics apparent in a concept store (i.e. store location, store
personnel, store environment, merchandise, digital touchpoints). A multi-method procedure for the data collection was applied, where semi-structured interviews were conducted with 27 customers, 10 managers and 3 industry experts.
The interviews were then coupled with documentation in order to increase the understandingbof formats part of the portfolio, as well as in order to better comprehend the information and context expressed during the interviews. The analysis grounded in the three perspectives shows several contributions as well as shortcomings of the concept store format. More specifically, these refer to improved customer experience, market penetration, learnings, revived corporate image, and positive as well as negative financial outcomes. These contributions and shortcomings are the results of
several prominent factors which have a determining role for whether the outcomes occur or not. Additionally, we conclude that beyond traditional sales evaluation methods, and in the light of the influential factors, it is beneficial to determine what kind of behaviours the store format prompts and how that behaviour relates to the other formats in the portfolio. Thus, by doing so cross-format mobility and the relative role of the concept store format can be better established. (Less)
Please use this url to cite or link to this publication:
author
Michelsen, Clara LU and Beckman, Alice LU
supervisor
organization
alternative title
A study on factors that influence how a concept store format contributes to a format portfolio
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Format development, Store format, Concept store, Traditional format, Customer Experience, Store Performance Evaluation, IKEA, Clas Ohlson, Portfolio Management, Sales Cannibalism, Market Penetration, Touchpoints, Revived Image
language
English
id
8990064
date added to LUP
2019-08-13 13:13:56
date last changed
2019-08-13 13:13:56
@misc{8990064,
  abstract     = {The purpose of this to study is to identify factors that influence how a concept store format contributes to a format portfolio, which will be done by exploring the concept store format from three perspectives; customers, manager, and industry experts. Philosophies of epistemology and ontology were considered, where the social constructionism stance was employed. Additionally, the research followed an abductive approach where the qualitative methods semi-structured interviews and documentation for data collection was carried out. Finally, the research adopted a
 single case study of a specific format in the home furniture sector, with multiple embedded units (i.e. two concept stores). The study focused on reviewing literature within the areas of format
development and portfolio management, which includes concept such as format synergies,
format objectives and format evaluation. Additionally, theory on customer experience was
reviewed, which essentially includes store format choice as well as the in-store experiences
shaped by the store characteristics apparent in a concept store (i.e. store location, store
personnel, store environment, merchandise, digital touchpoints). A multi-method procedure for the data collection was applied, where semi-structured interviews were conducted with 27 customers, 10 managers and 3 industry experts.
The interviews were then coupled with documentation in order to increase the understandingbof formats part of the portfolio, as well as in order to better comprehend the information and context expressed during the interviews. The analysis grounded in the three perspectives shows several contributions as well as shortcomings of the concept store format. More specifically, these refer to improved customer experience, market penetration, learnings, revived corporate image, and positive as well as negative financial outcomes. These contributions and shortcomings are the results of
several prominent factors which have a determining role for whether the outcomes occur or not. Additionally, we conclude that beyond traditional sales evaluation methods, and in the light of the influential factors, it is beneficial to determine what kind of behaviours the store format prompts and how that behaviour relates to the other formats in the portfolio. Thus, by doing so cross-format mobility and the relative role of the concept store format can be better established.},
  author       = {Michelsen, Clara and Beckman, Alice},
  keyword      = {Format development,Store format,Concept store,Traditional format,Customer Experience,Store Performance Evaluation,IKEA,Clas Ohlson,Portfolio Management,Sales Cannibalism,Market Penetration,Touchpoints,Revived Image},
  language     = {eng},
  note         = {Student Paper},
  title        = {Creative Concept or Watered-down Version?},
  year         = {2019},
}