Liquid retail: cultural perspectives on marketplace transformation

Ronan de Kervenoael, Domen Bajde, Alexandre Schwob

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)
59 Downloads (Pure)


Inspired by Bauman’s notion of ‘liquidity’, we problematize the socio-cultural dynamics taking place in contemporary retail. The notion of liquid retail enables reserachers to untangle marketplace transformation and to highlight developments centred around markets and market actors that jointly transform each other. This introduction underlines, as a point of departure, recent developments in retailing that have been marked by the corrosion of fixity and boundaries. We provide a short synopsis of marketplace transformation and liquid retail, from a socio-cultural perspective, and summarize the papers included in this special issue.
Original languageEnglish
Pages (from-to)417-422
Number of pages6
JournalConsumption Markets and Culture
Issue number5
Early online date21 Sep 2018
Publication statusPublished - 21 Sep 2018


  • Marketplace transformation
  • Culture
  • Liquid retail
  • Bauman
  • Social change


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