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Title: Sailing through marketing: A critical assessment of spatiality in marketing literature
Authors: Giovanardi, Massimo
Lucarelli, Andrea
First Published: 23-Sep-2017
Publisher: Elsevier
Citation: Journal of Business Research, 2017, 82, pp. 149-159
Abstract: Marketing has historically been entangled with the study of geography, which has become a very popular focus in the marketing literature nowadays. However, spatially-oriented perspectives in marketing tend to rest on a conceptual divide between place-oriented and space-oriented thinking, thus inhibiting the production of more eclectic and creative spatial knowledge. This conceptual paper endeavors to overcome this dichotomy by rethinking spatiality in terms of boundedness, openness, functionality and expressivity. These constitute the four cardinal points of a “compass rose” that marketers can use to reassess and combine different appreciations of spatiality. The paper suggests the idea of “sailing” as an appropriate metaphor to explore pioneering multi-dimensional appreciations of geography in marketing and go beyond the divide between place-oriented and space-oriented thinking.
DOI Link: 10.1016/j.jbusres.2017.09.029
ISSN: 0148-2963
Embargo on file until: 23-Sep-2020
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © Elsevier, 2017. After an embargo period this version of the paper will be an open-access article distributed under the terms of the Creative Commons Attribution-Non Commercial-No Derivatives License (, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Description: The file associated with this record is under embargo until 36 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.
Appears in Collections:Published Articles, Dept. of Economics

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