Localized globalization through structures of common difference and the in-store curation of a glocal retailscape

Hope Jensen Schau, Melissa Archpru Akaka, Rodrigo Costa Segabinazzi

Research output: Contribution to journalArticlepeer-review

Abstract

In global markets, branded material and symbolic artifacts are curated in patterned ways to replicate and scale retail experience. We apply a structures of common difference framework to show how global brands can be strategically localized through in-store curations within specific physical locations. This localized globalization deploys familiar global brands in ways that feel authentically local and idiosyncratically intimately connected with many and varied retail instantiations (glocal). We underscore that global-local reciprocity is critical and the SCD work for global and local brands. We affirm that global brands give local retailers a steady stream of compelling merchandise connecting the local to global markets, and conversely, local content stabilizes global brands’ connections to communities and physical stores. This recursive relationship feeds into an overarching global common form that celebrates local diversity and supports the interlocking identities of brands and customers.

Original languageEnglish (US)
Pages (from-to)634-653
Number of pages20
JournalJournal of Retailing
Volume99
Issue number4
DOIs
StatePublished - Dec 2023
Externally publishedYes

Keywords

  • Globalization
  • Glocal
  • Localization
  • Retailscape
  • Structures of common difference

ASJC Scopus subject areas

  • Marketing

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