Defining Pop-up Stores

نویسندگان

چکیده

Purpose of the research: The purpose this paper is to define pop-up stores. Design/Methodology: Adopting an exploratory research design, semi-structured interviews and field observations were undertaken with brand managers different types stores at industry levels in Lebanon. Results/findings: A store guided by a clear strategy meet specific objectives using available resources. Research findings highlight distinction between developed newly established brands mature terms function. two classes can each manifest four stores: as distribution channel, communications channel complementing channel. Practical implications conclusions: This study qualitatively explores managers’ understanding stores, their perceptions uses Middle Eastern market; market that hasn’t yet been explored academic related these It presents, defines contextualizes anchors it among new retail formats.

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ژورنال

عنوان ژورنال: The journal of business and retail management research

سال: 2021

ISSN: ['1751-8202', '2056-6271']

DOI: https://doi.org/10.24052/jbrmr/v16is01/art-01