Marketing innovation in time and across time: international flagship stores, brand identity, and the boundary of the firm

Nicholas Alexander, Anne Marie Doherty

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

Abstract

In this paper we problematize the contextualization and analysis of innovative international retailing practices in time and across time. Theoretically, the paper contributes to an understanding of the role of marketing activities in defining the boundary of the international firm. Using historical methods and drawing on primary data from firm-based archives in the United States and the United Kingdom this paper shows how adopting a long-term perspective on retail marketing innovation facilitates a deeper and richer understanding of the internationalization of retail activity from the perspective of practice and theory. We explore the epistemological challenges of incorporating historical methods into mainstream marketing research. These historiographical and theoretical issues are explored through consideration of the role of ‘flagship’ stores in the creation of brand identity in international markets during and between the first and second global economies: 1880 - 2019. Analyzing the experiences of American and British firms, this paper explores strategic tensions created by the relative financial and marketing value of iconic stores in prestigious locations in international markets. At the firm-level, the article provides insight into the emergence and development of in-house branding, retailing and marketing practices. At the market-level, it explores how marketing innovation defined by the first global economy (1880-29) was challenged by volatile trading conditions after 1929 and reasserted in the late twentieth century and early twenty-first century (1980-2019).

Authors
Professor Nicholas Alexander
Department of Marketing
Lancaster University Management School
Lancaster University
Lancaster, LA1 4YX
+44 (0)1524 510996
nicholas.alexander@lancaster.ac.uk

Professor Anne Marie Doherty
Department of Marketing
Strathclyde Business School
University of Strathclyde
Glasgow G4 0QU
+44 0141 5485899
annemarie.doherty@strath.ac.uk




LanguageEnglish
Title of host publication2019 American Marketing Association Winter Conference
Subtitle of host publicationUnderstanding Complexity, Transforming the Marketplace
EditorsSon K. Lam, Markus Giesler, Xueming Luo
Place of PublicationChicago, Illinois
Volume30
Publication statusPublished - 22 Feb 2019

Fingerprint

Store brands
Marketing innovation
Brand identity
Boundaries of the firm
International markets
Global economy
Marketing activities
Branding
Internationalization
Retail marketing
Contextualization
International retailing
University management
Marketing practices
20th century
Marketing
Retail
Marketing research
Retailing

Keywords

  • retail practices
  • retail marketing
  • brand identity

Cite this

Alexander, N., & Doherty, A. M. (2019). Marketing innovation in time and across time: international flagship stores, brand identity, and the boundary of the firm. In S. K. Lam, M. Giesler, & X. Luo (Eds.), 2019 American Marketing Association Winter Conference: Understanding Complexity, Transforming the Marketplace (Vol. 30). Chicago, Illinois.
Alexander, Nicholas ; Doherty, Anne Marie. / Marketing innovation in time and across time : international flagship stores, brand identity, and the boundary of the firm. 2019 American Marketing Association Winter Conference: Understanding Complexity, Transforming the Marketplace. editor / Son K. Lam ; Markus Giesler ; Xueming Luo. Vol. 30 Chicago, Illinois, 2019.
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Alexander, N & Doherty, AM 2019, Marketing innovation in time and across time: international flagship stores, brand identity, and the boundary of the firm. in SK Lam, M Giesler & X Luo (eds), 2019 American Marketing Association Winter Conference: Understanding Complexity, Transforming the Marketplace. vol. 30, Chicago, Illinois.

Marketing innovation in time and across time : international flagship stores, brand identity, and the boundary of the firm. / Alexander, Nicholas; Doherty, Anne Marie.

2019 American Marketing Association Winter Conference: Understanding Complexity, Transforming the Marketplace. ed. / Son K. Lam; Markus Giesler; Xueming Luo. Vol. 30 Chicago, Illinois, 2019.

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

TY - GEN

T1 - Marketing innovation in time and across time

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AU - Alexander, Nicholas

AU - Doherty, Anne Marie

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N2 - In this paper we problematize the contextualization and analysis of innovative international retailing practices in time and across time. Theoretically, the paper contributes to an understanding of the role of marketing activities in defining the boundary of the international firm. Using historical methods and drawing on primary data from firm-based archives in the United States and the United Kingdom this paper shows how adopting a long-term perspective on retail marketing innovation facilitates a deeper and richer understanding of the internationalization of retail activity from the perspective of practice and theory. We explore the epistemological challenges of incorporating historical methods into mainstream marketing research. These historiographical and theoretical issues are explored through consideration of the role of ‘flagship’ stores in the creation of brand identity in international markets during and between the first and second global economies: 1880 - 2019. Analyzing the experiences of American and British firms, this paper explores strategic tensions created by the relative financial and marketing value of iconic stores in prestigious locations in international markets. At the firm-level, the article provides insight into the emergence and development of in-house branding, retailing and marketing practices. At the market-level, it explores how marketing innovation defined by the first global economy (1880-29) was challenged by volatile trading conditions after 1929 and reasserted in the late twentieth century and early twenty-first century (1980-2019).  AuthorsProfessor Nicholas AlexanderDepartment of MarketingLancaster University Management SchoolLancaster UniversityLancaster, LA1 4YX+44 (0)1524 510996nicholas.alexander@lancaster.ac.ukProfessor Anne Marie DohertyDepartment of MarketingStrathclyde Business SchoolUniversity of StrathclydeGlasgow G4 0QU+44 0141 5485899annemarie.doherty@strath.ac.uk

AB - In this paper we problematize the contextualization and analysis of innovative international retailing practices in time and across time. Theoretically, the paper contributes to an understanding of the role of marketing activities in defining the boundary of the international firm. Using historical methods and drawing on primary data from firm-based archives in the United States and the United Kingdom this paper shows how adopting a long-term perspective on retail marketing innovation facilitates a deeper and richer understanding of the internationalization of retail activity from the perspective of practice and theory. We explore the epistemological challenges of incorporating historical methods into mainstream marketing research. These historiographical and theoretical issues are explored through consideration of the role of ‘flagship’ stores in the creation of brand identity in international markets during and between the first and second global economies: 1880 - 2019. Analyzing the experiences of American and British firms, this paper explores strategic tensions created by the relative financial and marketing value of iconic stores in prestigious locations in international markets. At the firm-level, the article provides insight into the emergence and development of in-house branding, retailing and marketing practices. At the market-level, it explores how marketing innovation defined by the first global economy (1880-29) was challenged by volatile trading conditions after 1929 and reasserted in the late twentieth century and early twenty-first century (1980-2019).  AuthorsProfessor Nicholas AlexanderDepartment of MarketingLancaster University Management SchoolLancaster UniversityLancaster, LA1 4YX+44 (0)1524 510996nicholas.alexander@lancaster.ac.ukProfessor Anne Marie DohertyDepartment of MarketingStrathclyde Business SchoolUniversity of StrathclydeGlasgow G4 0QU+44 0141 5485899annemarie.doherty@strath.ac.uk

KW - retail practices

KW - retail marketing

KW - brand identity

UR - https://www.ama.org/wp-content/uploads/2019/02/2019-AMA-Winter-Academic-Conference.pdf

M3 - Conference contribution book

SN - 978-0-87757-003-5

VL - 30

BT - 2019 American Marketing Association Winter Conference

A2 - Lam, Son K.

A2 - Giesler, Markus

A2 - Luo, Xueming

CY - Chicago, Illinois

ER -

Alexander N, Doherty AM. Marketing innovation in time and across time: international flagship stores, brand identity, and the boundary of the firm. In Lam SK, Giesler M, Luo X, editors, 2019 American Marketing Association Winter Conference: Understanding Complexity, Transforming the Marketplace. Vol. 30. Chicago, Illinois. 2019