The study focuses on Temporary Shops, the recent communication and distribution innovation, based on the customer experience, used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shop phenomenon in Italy and to analyse its value cocreation potential. Through the Dart Model proposed by Prahalad e Ramaswamy (2004b) we study in-depth the temporary shops of 5 leader companies. The findings show how temporary shops are value co-creation locus, in which, the interactive and experiential relationship between the firm and the customer is engaged and how cooperation to co-create value emerges.
Keywords: Temporary shop, value co-creation, experiential marketing, innovation, multisensorial marketing, consumption experience.
Angela Caridà, Tiziana Russo Spena, Monia Melia, Maria Colurcio, Time and space for the value co-creation: The temporary shop in "MERCATI E COMPETITIVITÀ" 3/2010, pp. 97-117, DOI:10.3280/MC2010-003008