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Orchestrating retail in small cities

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  • Ekström, Karin M.
  • Jönsson, HÃ¥kan

Abstract

The structural transformation of retail is challenging for many small cities. Rather than seeing the retailer as a sole player, this article considers retail in small cities to be shaped in a retail eco system consisting of many different actors besides retailers such as municipalities, landlords, business/city organisations, customers/citizens. The key contribution of the article is to provide new perspectives on the challenges and management of retail in small cities by applying a metaphor from the culture and fine arts sector, orchestration. The article is based on a combination of in-depth interviews and participant observation at three small cities in Sweden. In total, 38 interviews have been conducted with representatives of retailers, municipality, business/city associations and landlords.

Suggested Citation

  • Ekström, Karin M. & Jönsson, HÃ¥kan, 2022. "Orchestrating retail in small cities," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001011
    DOI: 10.1016/j.jretconser.2022.103008
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    References listed on IDEAS

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