The role of value co-creation in SME pop-up retail space: a supply-side relational stakeholder perspective.

• Main Authors: Foster, Carley, Brindley, Clare, Oxborrow, Lynn, Armannsdottir, Guja
• Other Authors: University of Derby, Nottingham Trent University
• Format: Conference Object
• Language: unknown
• Published: 2017
• Subjects: Pop-up retail; Value co-creation; Qualitative; Stakeholders; Iceland
• Online Access: https://repository.derby.ac.uk/download/c66e95f032df6c733aa37b1245896da7aee22f62703e8b2b89a4b9771103a03c/1689/license.txt

Pop-ups are regarded as temporary retail space providing an experiential experience to customers, a solution to filling empty retail units and a way for SME retailers to market test products and services. Studies exploring the pop-up phenomenon have focused upon the vale co-creation between the customer and pop-up owner. However, this paper argues that the inter-organisational relationships the pop-up has with other supply-side stakeholders can also be a source of value co-creation for the pop-up. The paper argues that inter-organisational interactions are a source of value creation helping to improve the managerial capabilities and business model of the pop-up. This in turn improves the final offering to the end consumer. The study draws upon interview data collected from landlords, local authorities, shopping centres, community representatives and pop-owners across 6 sites in the UK, Iceland and the Netherlands.