Research on Old Stores Published
A city and, more specifically, its streets, are characterized by its stores. When we are out walking, we can gloss over a window absent-mindedly as we casually stroll by. Or, conversely, we might be arrested by an amazing storefront in our hasty tracks on our way to something. Once inside, a store can encapsulate a realm all of its own, a place we long to come back to again and again, not only for purchases, but for a sense of community.
Still, the organizational standard has long been one of rationalization and growth ad infinitum. It dictates moving from smaller premises, making one's operations more efficient and attempting to attract global investors. Yet some store owners have resisted this as an overarching goal and chosen to also focus on other values such as nurturing relations to customers and honing their craft, often to the great appreciation of the locals. They have valued staying in their original premises, developing their ventures in their own way. How have they survived the onslaught of hyper-rationalization?
The interdisciplinary team of researchers consisting of Kristina Tamm Hallström (SSE/SCORE), (KTH), (KTH) and (SCORE) have investigated these questions based on a number of small long-lived stores. They have conducted interviews with proprietors, employees, landlords and customers, as well as made observations in the business environments.
Customers say that they enjoy the atmosphere the store the friendliness of its staff. Many think that it is an important part of the identity of not only the street but of the city itself.
Often, the stores attract groups which are otherwise marginalized commercially and the highly developed expertise and experience of its owners attract other people with niche interests and specific needs. The researchers found a plenitude of tacit knowledge among the proprietors, such as how to welcome and listen to an individual, or recognizing quality by using one's senses. The silence of this knowledge combined with the often economically invisible values they bring means that they are not judged on adequate terms. The model of rationalization and growth excludes other values. The researchers instead argue for a more inclusive and diverse model of values. This is crucial for the stores to survive because, in the words of one store owner: "I don't run a museum, I will not survive off goodwill."
However, city planners and politicians have already expressed interest in the study, indicating that there is a desire to nurture a more diverse city. A place where different people with different interests and sensibilities can thrive along one another. This was evident from the discussion on the publication of the book. In the ensuing discussion with the audience, positive examples from other cities to learn from were brought to light and further ideas of financialization were explored, again showing that this is a topic that engages people, with a potential to unite across party politics.
