Classifying Pop-up Activities
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The inherent flexibility of the concept means that pop-up retailing can take a variety of forms. This chapter reviews existing classificatory schemas from the academic literature, outlining the different forms that pop-up activities can take. These schemas are discussed by focusing on two key dimensions: location and function. The chapter concludes by introducing a new classificatory schema of pop-up activities, populated by exemplars of specific pop-up activities in each part of the schema.
KeywordsInherent Flexibility Warnaby Established Brand Pomodoro Coors Light
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