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From basket to shopping bag: retailers' role in the transformation of consumer mobility in Sweden, 1941-1970
School of Business, Economics and Law, University of Gothenburg, Gothenburg, Sweden.
School of Business, Economics and Law, University of Gothenburg, Gothenburg, Sweden.ORCID iD: 0000-0002-3509-097X
2015 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 7, no 4, 452-475 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

This study aims to follow the gradual transformation of consumer mobility inmid-20th-century Sweden in connection with the introduction of self-service retailing.

Design/methodology/approach

The paper is based on an analysis of the magazineICA-Tidningen, published by the major Swedish retailer ICA, for the period from 1941 to 1970.

Findings

The paper describes the transformation of consumer mobility as a set of interrelatedchanges that involved both retailers and consumers, the interrelationship between modes of transportand container technologies and how self-service not only transformed the interior of retail stores butalso had more far-reaching implications.

Originality/value

When attempting to understand the reconfiguration of shopping practices in the20th century, there is a tendency to focus on large infrastructural changes. These studies tend tooverlook gradual, mundane and everyday translations. This paper contributes methodological toolsand analyses that account for such mundane transformations.

Place, publisher, year, edition, pages
2015. Vol. 7, no 4, 452-475 p.
Keyword [en]
Marketing history, Transformation, Retailing history, Consumer behaviour history, Consumer mobility, Containers
National Category
Economic History Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:uu:diva-289193DOI: 10.1108/JHRM-06-2014-0016OAI: oai:DiVA.org:uu-289193DiVA: diva2:924844
Projects
Consumer Logistics
Funder
Swedish Research Council Formas
Note

Has been selected by the journal’s editorial team as a Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence.

Available from: 2016-04-29 Created: 2016-04-29 Last updated: 2016-05-11Bibliographically approved

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Normark, Daniel
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