Abstract
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.
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Warnaby, G., Shi, C. (2018). Classifying Pop-up Activities. In: Pop-up Retailing. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-71374-8_3
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DOI: https://doi.org/10.1007/978-3-319-71374-8_3
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