Innovation of meaning in retail : understanding how retailers take the opportunity from socio-cultural changes

This article aims to understand how retailers take the opportunity from socio-cultural changes through the innovation of meaning. By carrying out the case study methodology, this research analyzes the different socio-cultural drivers and interprets the different meanings of retail firms. Based on that, the dominant socio-cultural paradigms and the dominant retail meanings across time have been identified. As a result, socio-cultural changes are driving the changes of retail meanings. Particularly, the advent of a new dominant retail meaning has a delay in time than the advent of a new socio-cultural paradigm. Moreover, the diversification of different dominant retail meanings is the result of different drivers under the same socio-cultural paradigm.

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