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Let's Get (Hyper)Physical: Defining a New Phenomenon

Norberg, Nelson LU ; De Luca, Elena LU and Le Fort Magalhaes, Eduardo LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: To define hyperphysical retail, and present theoretical aspects which should be considered when a company wants to create their own hyperphysical installation.
Methodology: A qualitative dual case study with secondary data utilizing an abductive method to develop the interpretation of the phenomenon by consistently working between the cases and the selected theories.
Findings: This paper provides a definition of hyperphysical retail, grounded in the theoretical perspectives and the case studies. It also suggests a sixth dimension to Breugelmans et al.’s (2023) theoretical framework to highlight the importance of scarcity in hyperphysical retail.
Research Limitations: This paper has a very narrow focus, being two fashion... (More)
Purpose: To define hyperphysical retail, and present theoretical aspects which should be considered when a company wants to create their own hyperphysical installation.
Methodology: A qualitative dual case study with secondary data utilizing an abductive method to develop the interpretation of the phenomenon by consistently working between the cases and the selected theories.
Findings: This paper provides a definition of hyperphysical retail, grounded in the theoretical perspectives and the case studies. It also suggests a sixth dimension to Breugelmans et al.’s (2023) theoretical framework to highlight the importance of scarcity in hyperphysical retail.
Research Limitations: This paper has a very narrow focus, being two fashion retailers in western cultures. More research, concerning consumer reactions to this phenomenon or about other retail sectors and/or cultures, should be conducted to create a more balanced perspective.
Practical Contributions: Companies should utilize hyperphysical retail in order to generate consumer reactions and to capitalize on the willingness-to-pay that is a result of the scarcity and hedonism, which are two key features of hyperphysical retail.
Originality: This is the first known academic paper which defines and solidifies aspects of hyperphysical retail. (Less)
Please use this url to cite or link to this publication:
author
Norberg, Nelson LU ; De Luca, Elena LU and Le Fort Magalhaes, Eduardo LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Hyperphysical Retail, Hedonism, Scarcity, Balenciaga, Yeezy Gap
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177467
date added to LUP
2024-11-08 10:28:10
date last changed
2024-11-08 10:28:10
@misc{9177467,
  abstract     = {{Purpose: To define hyperphysical retail, and present theoretical aspects which should be considered when a company wants to create their own hyperphysical installation.
Methodology: A qualitative dual case study with secondary data utilizing an abductive method to develop the interpretation of the phenomenon by consistently working between the cases and the selected theories.
Findings: This paper provides a definition of hyperphysical retail, grounded in the theoretical perspectives and the case studies. It also suggests a sixth dimension to Breugelmans et al.’s (2023) theoretical framework to highlight the importance of scarcity in hyperphysical retail.
Research Limitations: This paper has a very narrow focus, being two fashion retailers in western cultures. More research, concerning consumer reactions to this phenomenon or about other retail sectors and/or cultures, should be conducted to create a more balanced perspective.
Practical Contributions: Companies should utilize hyperphysical retail in order to generate consumer reactions and to capitalize on the willingness-to-pay that is a result of the scarcity and hedonism, which are two key features of hyperphysical retail.
Originality: This is the first known academic paper which defines and solidifies aspects of hyperphysical retail.}},
  author       = {{Norberg, Nelson and De Luca, Elena and Le Fort Magalhaes, Eduardo}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Let's Get (Hyper)Physical: Defining a New Phenomenon}},
  year         = {{2024}},
}