Gli spazi di consumo temporanei: un'analisi esplorativa attraverso cinque casi di studio
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Temporary spaces of consumption such as "temporary stores" and "pop-up shops" are increasingly common in Western societies. The aim of this paper is to investigate such spaces, in order to understand their nature and specificity. To that end, a theoretical background is first provided, by referring to concepts developed in the areas of retailing and event marketing. A case study research is then conducted. Starting from real-life cases - namely, 500 Pop-Up Store, Alixir Food Lounge, Galleria Illy, Nivea Pop-Up Shop and Temporary Store United Colors of Benetton - transversal observations are drawn, by following an inductive process. Finally, managerial implications are discussed as well as the limits of the study and the directions for future research.