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A Multi-Sited Ethnographic Marketing Inquiry Into A multi-sited ethnographic marketing inquiry into the experiences produced and undergone at shopping malls : the case of malls in Buenos Aires, London, Paris, Rio de Janeiro and São Paulo Flavia Silveira Cardoso To cite this version: Flavia Silveira Cardoso. A multi-sited ethnographic marketing inquiry into the experiences produced and undergone at shopping malls : the case of malls in Buenos Aires, London, Paris, Rio de Janeiro and São Paulo. Business administration. Université Panthéon-Sorbonne - Paris I, 2014. English. NNT : 2014PA010011. tel-02089231 HAL Id: tel-02089231 https://tel.archives-ouvertes.fr/tel-02089231 Submitted on 3 Apr 2019 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. ECOLE DOCTORALE DE MANAGEMENT PANTHÉON -SORBONNE ESCP Europe Ecole Doctorale de Management Panthéon-Sorbonne ED 559 Titre: ¨A multi-sited ethnographic marketing inquiry into the experiences produced and undergone at shopping malls: The cases of malls in Buenos Aires, London, Paris, Rio de Janeiro and São Paulo¨ THESE Présentée et soutenue publiquement le 23 Septembre 2014 En vue de l’obtention du DOCTORAT EN SCIENCES DE GESTION Par Mme Flavia Silveira Cardoso JURY Rapporteurs: Monsieur Dominique Desjeux Professeur des Universités, Université Sorbonne Paris V (CERLIS) Monsieur Eric Rémy Professeur des Universités, Université de Rouen (NIMEC) Suffragants: Monsieur Yochanan Altman Full Professor, Middlesex University Monsieur Jean-François Lemoine Directeur de l'Ecole Doctorale en Management n° 559 "Panthéon-Sorbonne" Professeur des Universités, Université Paris I – Panthéon Sorbonne (PRISM) Madame Adeline Ochs Docteur en Sciences de Gestion, Université Paris II (Largepa) Directrice Générale, Topoye Co-Encadrant: Madame Florence Pinot de Villechenon Professeur associé, ESCP Europe (CERALE) Directeur de Recherche: Monsieur Olivier Badot Doyen associé à la recherche, ESCP Europe Professeur des Universités associé, Université de Caen- Basse Normandie (NIMEC) L’Université n’entend donner aucune approbation ou improbation aux opinions émises dans les thèses. Ces opinions doivent être considérées comme propres à leurs auteurs. THESE Titre: "Une étude ethnomarketing multi-sites sur les expériences produites et vécues dans les centres commerciaux: les cas de centres commerciaux à Buenos Aires, Londres, Paris, Rio de Janeiro et São Paulo" Abstract- Francais Cette recherche se concentre sur les centres commerciaux et sur les expériences de magasinage produites et vécues au sein de ces espaces de vente dans différentes villes et régions du monde (Angleterre, Argentine, Brésil, France). Bien qu’il existe de nombreuses recherches sur ce sujet dans les économies développées, il en existe peu consacrées aux économies émergentes (Amérique Latine, notamment) et encore moins à des comparaisons inter-zones. Ce travail à caractère inductif et interculturel s'appuie, pour la discussion théorique des observations menées, sur les apports de la “Consumer Culture Theory”, en particulier sur les recherches sur l’expérience de magasinage transposées aux centres commerciaux, et tente de dégager des implications marketing. Mots Clés: Centres commerciaux, Consumer Culture Theory, expériences de magasinage, analyse inter-culturelle, Angleterre, Argentine, Brésil, France. 3 Abstract – English This research focuses on shopping centers and on the shopping and consuming experiences produced and undergone within these retail spaces in different cities and in different regions of the world. Although significant work has been done on this topic in developed economies, significantly less has been devoted to emerging economies and even less has been done in comparative terms. This work builds on the existing Consumer Culture Theory related literature and it attempts to address current gaps in this body of work, as well as to provide managerial recommendations based on research findings. It differentiates itself from previous research on shopping centers on four main aspects: (1) By studying the phenomenon of shopping centers in Latin America, a largely unexplored domain; (2) By adding a multicultural perspective to the body of research on consumer and shopping experiences at shopping centers through the study of cases in five different cities; (3) By establishing a process of case selection to provide a priori variability of cases; (4) By comparing on ¨continuum¨ (Carù & Cova, 2007; Roederer, 2008) the full array of shopping experiences: produced, undergone and co-driven (Csaba and Askegaard, 1999; Tsai, 2010) and assessing whether these experiences vary across locations as well as the possible causes of variation. Key words: Shopping Centers; Consumer Culture; Servicescapes; Argentina; Brazil; England, France. 4 Acknowledgements Machado de Assis, a classic Brazilian author, once said that “a word attracts another, an idea is followed by the next, and this is how we make books, governments, revolutions”. This work, rather than a revolution, marks an evolution in my personal development. It represents a final rite of passage from my corporate to my academic life. Instead of viewing it as the end of a process, I prefer to see it as the coronation of a very difficult yet rewarding journey. One throughout which I have had the help and support of many people. First of all I would like to thank the members of the jury, Professors Dominique Desjeux, Eric Rémy, Yochanan Altman, Jean-François Lemoine and Dr. Adeline Ochs. I am inspired by your work and honored to have you on my jury. I would also like to thank my research supervisors, Prof. Florence Pinot and Prof. Olivier Badot. I am grateful not only for your guidance on my voyage into the academic world through your theoretical contributions, but also for your support in every way, which goes way beyond what is expected of an advisor. I would also like to thank Professors Roberto Dvoskin, Ernesto Gore, Jorge Forteza and Jorge Walter who supported me on my decision to pursue a PhD and were willing to adjust my obligations at Universidad de San Andrés to my very complicated research agenda in four countries. Similarly, I would like to thank Prof. Hervé Laroche who trusted that I would be able to fulfill my obligations on both sides of the Atlantic, even when it seemed unrealistic. 5 I am grateful for the research funds that I have received from both ESCP Europe and Universidad de San Andrés. These resources have made the fieldwork of this research possible. I dedicate this work to my extended family in Sao Paulo and in Rio de Janeiro. You have all contributed significantly to this work in more ways than you can imagine. Special thanks to my parents who have taught me to challenge my limits and never take anything for granted. It is because of my children that I have kept going. My husband has made it all possible. You are the best. * * * 6 ¨Begin at the beginning and go on till you come to the end: then stop.¨ Lewis Carroll (1864) Alice in Wonderland 7 Table of Contents ABSTRACT- FRANCAIS ................................................................................ 3 ABSTRACT – ENGLISH ................................................................................. 4 ACKNOWLEDGEMENTS .............................................................................. 5 GENERAL INTRODUCTION ........................................................................ 9 PART 1 RESEARCH CONTEXTUALIZATION .................................. 12 1.1. Empirical Background of the Research ................................................. 13 1.2. Theoretical Background of the research ................................................ 25 1.3. Definitions and Research Questions ...................................................... 52 1.4. Epistemological Positioning and Research design ................................ 57 1.5. Expected contributions of this research ................................................. 88 PART 2 OBSERVATION AND CASE ANALYSIS ............................... 91 2.1. Methodology of the research ................................................................. 92 2.2. Ethnographic Observation: Case by case approach ............................. 141 2.3. Inter-case analysis and interpretation process ................................. 297 2.4. Theoretical discussion of emerging findings across cases .................. 301 PART 3 CONCLUSIONS AND MARKETING INSIGHTS ............... 335 3.1. Synthesis of the research ..................................................................... 336 3.2. Marketing Insights ............................................................................... 349 3.3. Research limitations............................................................................. 354 3.4. Suggested topics for further research .................................................. 355 DETAILED INDEX ...................................................................................... 356 LIST OF ACRONYMS ................................................................................. 362 TABLE OF FIGURES .................................................................................
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