Grounded in work on geography and markets, this article offers a conceptual framework to study the dynamics of markets through a spatial lens. The characteristics of four key spatial dimensions (place, territory, scale, and network) are explained and leveraged to provide distinct analytical vantage points and to conceptualize how various types of spaces matter differently in market dynamics. Findings from a qualitative meta-analysis identify 12 unique mechanisms tied to the four proposed spatial dimensions, which offer alternative theoretical avenues for unpacking market phenomena. These four spatial dimensions are then combined with 12 space-based mechanisms to offer novel research avenues for marketing scholars interested in market system dynamics.

In this essay, we develop a typology of spaces. We highlight the broader dynamics at play in the structuring of space and its role in marketing and propose that spaces can be characterized as either public, market, emancipating, or segregating. These four types of space are structured along two main dynamics: a contradiction between contestation and consensus and a contrariety opposing participation to privatization. For each type, we map out existing literature and research opportunities in the study of consumption, markets, and space. We also analyze the possible transitions between the spatial types following the transformations in the arrangement of forces in society. We offer a template of how to devise novel research opportunities by providing a detailed account of the dynamics at the center of the transition from public to market spaces.

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Extant research on the dispositional dimensions of coping strategies emphasizes the personality determinants behind the different ways through which individuals seek to tolerate, minimize, and overcome stressful situations. We offer a sociological complement to this perspective. To do so, we conducted a qualitative inquiry of Brazilian new middle‐class consumers who are facing the current economic crisis after having experienced more than a decade of expansion in consumption. We identify five sets of coping strategies through which consumers minimize the effects of the crisis and remain invested in consumer culture. We also demonstrate how such strategies are differently informed by dispositional elements that stem from primary and secondary socializations. We contribute to a sociological account of the shaping of the cognitive, emotional, and social resources individuals deploy to cope with the crisis as well as with an empirical account of the lived effects of current Brazilian crisis.

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A entrevista a forma mais prevalente de coleta de dados em projetos de pesquisa qualitativa. Este artigo tem o objetivo de discutir como a prtica da realizao de entrevistas vem evoluindo na pesquisa de marketing e do consumidor, alm de oferecer um guia para pesquisadores que pretendem coletar dados qualitativos via entrevistas. Para tanto, ns inicialmente identificamos e discutimos duas perspectivas qualitativas na pesquisa de marketing e do consumidor: a abordagem fenomenolgica e a abordagem ps-estruturalista. Em seguida, desenvolvemos um guia com diferentes etapas para a concepo, conduo e anlise de entrevistas qualitativas nas duas abordagens. Alm de oferecer uma ferramenta de utilidade para os pesquisadores com nveis iniciais e intermedirios de intimidade com a pesquisa qualitativa, o artigo tambm contribui com o mapeamento das importantes discusses correntes no campo da pesquisa qualitativa de marketing e do consumidor.

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Marketization—the entry of the market logic into a field originally insulated from it—is a transformative force that has reshaped many fields, including education, healthcare, the arts, and religion. Marketization brings a unique set of challenges for established organizations: it opens a field to market-style mechanisms of consumer choice and competition, which undermines the legitimacy of established organizations, and it creates contradictory demands for organizational actions. How can established organizations adapt to marketization? To answer this question, we study the adaptation of five established religious schools to the marketization of education in Brazil. We develop the novel hybridization strategy of nested coupling and explain that established organizations respond to marketization by balancing competing demands for differentiation and conformity. We show how religious schools nest the market logic within the religious logic by reconfiguring their resources to conform to market demands while differentiating themselves through their religious orientation. Nested coupling provides a novel strategic approach for established organizations in marketized or marketizing fields, such as hospitals, museums, and schools, to capitalize on a logic that pre-exists marketization and to create a unique competitive positioning in the market.