Window Displays

Por su alto carácter mediático y su centralidad en el espacio urbano, el escaparate intervenido constituye un dispositivo cómplice de la economía de la atención, a medio camino entre manifestación ideológica y resistencia social. Desde el nacimiento de la cultura del escaparate en el siglo XIX hasta hoy han sido numerosos los ejemplos de ataque o manipulación de los cristales de los escaparates comerciales: así lo demuestran las protestas sufragistas, la Kristallnacht, las estrategias propagandísticas de regímenes autoritarios y las acciones de movimientos ecologistas. Más allá de las diferencias ideológicas, estos casos pueden analizarse en torno a dos tipos de comportamiento frente al dispositivo del escaparate: uno, de ocultamiento; otro, de exhibición. El estudio de estas acciones tiene como objetivo concluir si subvierten o refuerzan su función comercial, si confirman o cuestionan el valor alcanzado por la visibilidad en el régimen de la economía de la atención. Aunque en apariencia contrarias, se trata de las dos caras de una misma moneda.

Κερκυραίος ή σταυροφόρος, κοινωνού του εκλεκτορικού των σοφών συνεδρίου, μέλους της εν Ιταλία βασιλικής εταιρείας, και διάφορων άλλων ενδόξων εταιρειών, ιατροφιλοσόφου καθηγητού της εις Μπολόνια και Πατάβιο 'Ακαδημίας και πατρός πλείων κλασσικών συγγραμμάτων 12 Δεκεμβρίου 1812• Καλύτερη εισαγωγή στο έργο του Βονδιόλη είναι αυτή που δίνει στο ΕΛΟΓΙΟ ο Μάριος Πιέρης την 1η Φεβρουαρίου. 1810: Ενώ όλη η Ευρώπη είναι εφοδιασμένη, πράγματι αφθονεί, με πανεπιστήμια, λύκεια, ακαδημίες, εν ολίγοις με χώρους κάθε είδους, που έχουν σκοπό να διαδώσουν το δόγμα παντού. ενώ δεν υπάρχει ίσως κάστρο στο κόσμο που να μην υπερηφανεύεται για κάποιο δημόσιο ίδρυμα για τον θεσμό της νεολαίας, και δεν υπάρχει κανείς, έστω κι αν το θέλει, που δεν μπορεί να συγκεντρώσει με πολύ μικρό κόστος ολόκληρο τον θησαυρό της

In 1960, the renowned architect Philip Johnson championed Frederick Kiesler, calling him “the greatest non-building architect of our time.” Kiesler's ideas were difficult to construct, but as Johnson believed, “enormous” and “profound.” Kiesler (1890–1965) went against the grain of the accepted modern style, rejecting rectilinear glass and steel in favor of more organic forms and flexible structures that could respond to the ever-changing needs of the body in motion.

In Elastic Architecture, Stephen Phillips offers the first in-depth exploration of Kiesler's innovative and multidisciplinary research and design practice. Phillips argues that Kiesler established a new career trajectory for architects not as master builders, but as research practitioners whose innovative means and methods could advance alternative and speculative architecture. Indeed, Kiesler's own career was the ultimate uncompromising model of a research-based practice.

Exploring Kiesler's formative relationships with the European avant-garde, Phillips shows how Kiesler found inspiration in the plastic arts, experimental theater, early animation, and automatons to develop and refine his spatial concept of the Endless. Moving from Europe to New York in the 1920s, Kiesler applied these radical Dadaist, constructivist, and surrealist practices to his urban display projects, which included shop windows for Saks Fifth Avenue. After launching his innovative Design Correlation Laboratory at Columbia and Yale, Kiesler went on to invent new houses, theaters, and galleries that were meant to move, shift, and adapt to evolutionary changes occurring within the natural and built environment.

As Phillips demonstrates vividly, although many of Kiesler's designs remained unbuilt, his ideas proved influential to later generations of architects and speculative artists internationally, including Archigram, Greg Lynn, UNStudio, and Olafur Eliasson.

Customer's expectations from retailers increase with the expanding market demand, where diversification in business strategies to satisfy customer's expectations has become a managerial concern. Window display is one of the marketing methods that sell in silence, help better decision making and improve the store's image. This paper will critically analyze the application of window displays at shopping malls in Kuala Lumpur. The investigation will help establish a better understanding of how the window displays work in conveying product meaning, value and quality correctly towards youth customer, while assisting in improving meaning transfer that leads to strategic merchandising messages and sales.

Recently, significant roles have been assigned to window displays actualized with multiple design
and application methods used to attract customers to the store by both employers and designers. These visual communication design items are planned as applications to perform customer
attraction, while they are realized as social communication tools and aesthetic utilities. Therefore,
window displays can be designed in the appearance of an art gallery, thus attracting attention and
creating catchy influences among window display samples. Thanks to their characteristics based
on indicator usage, which are ever-growing in parallel with developing technology and changing
design approaches in this context; window displays, transformed into an artistic display space
with featured approaches, have also become an area of influence and reaction, which could lead
to it changing the behavior of the target audience while walking the course of life. It has become
significant to identify the problems by researching the subject to raise the window display applications, affecting life both in terms of function and – both social and individual – aesthetics to
higher quality levels, develop solution suggestions for the identified problems, and realize qualified window display designs in this context. This research sought to be lean in the context of
scientific principles and has been limited to the scrutiny of season-themed window display illustrations in terms of visual semiotics. The study, the significance of which has been outlined above,
is carried out with qualitative research methods; the identified problems and suggestions for the
related solutions are presented in the conclusion section.

Purpose-This paper is the result of a scientific research which is concerned to the new and emerging field of Online Visual Merchandising. For the ease of study, the focus of this research was concentrated on online stores of Fashion and Apparel. The aim of this research is to identify, create a better taxonomy, measure the elements and sub-elements of In-Store Visual Merchandising and then compare them with elements of On-line Visual Merchandising (OVME). It is one of the first few researches in its line which is focused on Fashion and Apparel online stores operating in India.

This research paper is the outcome of a study of Visual Merchandising Elements of an apparel retail store and their impact on behavior of customers. It is an attempt to identify the most appealing elements of VM. The general purpose of Visual Merchandising is to attract, invite, educate and motivate the customers to purchase merchandise being sold in the store. Online Visual Merchandising Elements (OVME) have been categorized into two major segments: High Task Relevant Environment (HRE) and Low Task Relevant Environment (LTRE). further both in total have five categories under LTRE there are two (atmospheric feature and registration) and HTRE includes three (web navigation, web graphics and product demonstration). If we go further we can see there are thirteen elements within category-background color, text color, atmospheric features, and registration requirement within LTRE; site map, search engine, website geometry, presentation format, product view dimensionality, apparel color, product display method, and mix/match option within HTRE. After this 55 sub-elements were identified 17 sub elements within LTRE group and 38 sub elements within HTRE group. For this study, four leading MBOs of India were selected which are Fashion at Big Bazar (FBB), Lifestyle, Shoppers stop and Reliance Trends. All these four retailers are department stores dealing into multiple brands, offer both apparels and accessories and have presence pan India through their multiple outlets in various cities. The Store size and offered brands and merchandise quantity being similar in all the stores of these brands make them perfect competitors targeting the same customer group. Also all these 4 MBOs are available online. Hence Online Visual Merchandising Elements of these stores and their impact on Customer Behavior are comparable. Secondary data was used for formulating list of VME and primary data was collected from 500 samples, to study impact of these VME through self-developed and self-administered questionnaire. The Likert scale was used to record the level of influence of VME from 'Strongly Agree' to 'Strongly Disagree'. Collected data was analyzed and it was found that 80% sample agreed with the influence of VME on their behavior. Also the most influencing External VMEs were found to be Window Display setting and Merchandise on Display. On the other hand, the most influencing Internal VMEs were found to be creative product display and mannequin styling.

Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It's also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, sil

Customer's expectations from retailers increase with the expanding market demand, where diversification in business strategies to satisfy customer's expectations has become a managerial concern. Window display is one of the marketing methods that sell in silence, help better decision making and improve the store's image. This paper will critically analyze the application of window displays at shopping malls in Kuala Lumpur. The investigation will help establish a better understanding of how the window displays work in conveying product meaning, value and quality correctly towards youth customer, while assisting in improving meaning transfer that leads to strategic merchandising messages and sales.

Reshaping has become a key phenomenon in all the spheres of business. The market, marketing strategies and market structure were simple to understand. With growing complexity, variety and emergence of new techniques at very short intervals resulted to increase the vibrancy in the overall business environment. Shopping by an individual at one time was need-based and also was mainly product-centric. The customer was mainly focusing on the price and other attributes of a product. With the increased range of products and developed customer attitude, proper display of the product holds the attention of the sellers. Eventually, they started putting more money and efforts on the display of the product in order to fetch the attention of the customers. The concept of VM ( Visual Merchandise) holds its roots way back to the days of barter system. Gradually with the emergence of the organized retail system in India, the emergence of Visual Merchandise has also got its mark. The present researc...

There is an ongoing debate about whether emotional responses to artworks are similar to those produced by the commercial stimuli experienced in everyday life. In this study, we evaluated the emotional responses to the visual art and commercial stimuli by using electroencephalography (EEG) to obtain an objective measure of emotional responses of the brain, namely the frontal alpha asymmetry. Positive frontal alpha asymmetry suggests positive emotional responses, and vice versa. The visual art stimuli consisted of 80 artistic and naturally colored paintings whereas the commercial stimuli consisted of 80 different window displays of fashion collections. The results revealed that positive frontal alpha asymmetry was elicited when the participants judged the visual art stimuli as either beautiful or not beautiful. For the commercial stimuli, positive frontal alpha asymmetry was observed when they were considered as beautiful, whereas negative frontal alpha asymmetry was exhibited toward those perceived as not beautiful. These findings suggest more positive emotional responses to the visual art stimuli, regardless of their aesthetics. However, favorable emotional responses were only elicited toward the commercial stimuli regarded as beautiful. The implications for the creative and aesthetic design of the commercial stimuli in Chinese society in influencing consumers' emotional responses are discussed.

Il lavoro che segue riparte dalle fondamentali pagine della breve ma densissima opera di Algirdas J. Greimas Dell'imperfezione per portarne avanti il lascito in una direzione inedita o in buona parte impensata. Si tratta di sviluppare il ragionamento che il maestro, approssimandosi alla fine della sua vita, aveva avviato sul tema dell'imprevedibilità. Risultato di questa esplorazione delle potenzialità che Dell'imperfezione cova al suo interno o che spinge a cercare al di là di sé è la formulazione di una matrice ritmica che consenta di guadagnare una presa più fine tanto sulle radici dell'estetico, quanto sulle forme della creazione e della creatività, quanto infine sull'articolarsi delle forme di vita. Mostreremo come, superando la centralità della frattura, dell'incidente estetico, altre forme dell'imprevedibile appaiano : la sincope, il sostenuto, il nonnulla. Il lavoro di individuazione di tali forme e dei rispettivi ritmi apre inevitabilmente su sviluppi molteplici che vanno nella direzione della valorizzazione della complessità formale e del prospettivismo percettivo-culturale implicato da questo genere di ragionamenti. La formulazione del modello spinge inoltre alla sua approfondita applicazione e messa alla prova su specifici casi. Non potendo dar seguito a tutti questi sviluppi abbiamo deciso di focalizzare la seconda e ultima parte del lavoro sulle posizioni e le dinamiche complesse che si aprono con e fra le forme di base individuate. Individuando il campo del salto, dell'approfondimento, della turbolenza e della vertigine ulteriori tipi di ritmo si profilano e con essi la comprensione delle strutturazioni e degli effetti di senso correlati a specifiche opere e forme di vita.

Customer's expectations from retailers increase with the expanding market demand, where diversification in business strategies to satisfy customer's expectations has become a managerial concern. Window display is one of the marketing methods that sell in silence, help better decision making and improve the store's image. This paper will critically analyze the application of window displays at shopping malls in Kuala Lumpur. The investigation will help establish a better understanding of how the window displays work in conveying product meaning, value and quality correctly towards youth customer, while assisting in improving meaning transfer that leads to strategic merchandising messages and sales.

Η παρούσα μελέτη πραγματεύεται το φαινόμενο της οικειοποίησης έργων της παράδοσης με στόχο το μετασχηματισμό τους σε νέες δημιουργίες στο εικαστικό πεδίο. Συγκεκριμένα, το ενδιαφέρον εστιάζεται στην πρακτική της μεταγραφής η οποία σε σχέση με άλλες μορφές παραπομπής σε έργα του παρελθόντος όπως η αντιγραφή και η χρήση παραθεμάτων, φέρει τα δικά της ιδιότυπα χαρακτηριστικά. Μετά την παρουσίαση των εξελίξεων στον τομέα από το 19ο αιώνα μέχρι σήμερα, το χρονικό πλαίσιο εξέτασης του φαινομένου περιορίζεται στο διάστημα από τη δεκαετία του 1980 μέχρι σήμερα. Τα έργα που παρουσιάζονται αφορούν τόσο στη διεθνή όσο και στην εγχώρια καλλιτεχνική παραγωγή και χωρίζονται σε δύο μεγάλες κατηγορίες βάσει των μέσων πραγμάτωσης τους, συμβατικών η μη συμβατικών. Σε κάθε περίπτωση το ενδιαφέρον εστιάζεται στα χαρακτηριστικά του μεταμοντέρνου και στο πως αυτά αποτυπώνονται στα εξεταζόμενα έργα. Εφόσον όπως προκύπτει από την παρούσα εργασία ο τρόπος πρόσληψης και ερμηνείας του σώματος της παράδοσης συ...

In the last decades various social movements developed, the international movement against the neoliberal globalization being their spearhead. In the international and local literature very little can be found about the functions of the arts in the context of these movements. On the other hand, the dominant mass media treat the arts in the context either of the infotainment, or of the mainly escapist forms of entertainment. In this way they support and reproduce certain notions about the artistic communication and its functions, as well as about the social roles of the artists in modern developed societies. This feature is embedded in the latent cultural agenda of the dominant mass media. However, using photography, music, performing arts and several other forms of artistic expression, many artists involved in various social movements express and they state with their practice a different notion about the functions of the art, contrasting the ideas disseminated by the dominant media...

We examine the Union Square Florist Shop project at the Velaslavasay Panorama as a case study of immersive phenomena presenting a new model for curatorial practice: spectral immersion.

Borrowing from the philosophical and aesthetic concepts of hauntology, magical urbanism and unrestored restoration, spectral immersion establishes a new category of restoration, curation and presentation that moves beyond simply taking an object back to a former time, but taking it to another dimension in time.

The Union Square Florist Shop (created by Velaslavasay Panorama in 2020) presents a case study with which to outline the fundamental features of spectral immersion, which borrows key principles from the panoramic medium: archival research, compressed time, representation of memory, illusions and the sense of place rather than the rote accuracy of the place itself. With spectral immersion, visitors are transported to a realm of what-might-have-been, of time folded-in-on-itself to extend an experience of immersion via unconscious paradigms and “spectral” indicators.

This study examined the effect of visual merchandizing on consumer buying behavior among retail stores in Makurdi metropolis. The specific objectives of the study were; to examine the effect of window displays, lighting and illumination and signage on consumer buying behavior among retail stores in Makurdi metropolis. The study adopted the survey method. The population of the study was 152 (which comprised of 32 employees of the six prominent superstores in Mkaurdi plus 120 customers). Census sampling was adopted and all the 152 served as the sample size. A structured-self-administered questionnaire was adopted as the major instrument for collecting primary data. Regression analysis was used as a technique of data analysis. Study findings revealed that window displays, lighting and illumination and signage all have significant effect on consumer buying behavior among retail stores in Makurdi metropolis. The study concludes that consumer buying behavior is significantly influenced by window displays, lighting and illumination and signage. The study also concludes that lighting and illumination is the strongest determinant of consumer buying behavior among retail stores in Makurdi metropolis. The study therefore recommends among others that retailers should understand shopper's expectations and create the right display of their expectations in order to lure customers in to their stores.

This study examined the effect of visual merchandizing on consumer buying behavior among retail stores in Makurdi metropolis. The specific objectives of the study were; to examine the effect of window displays, lighting and illumination and signage on consumer buying behavior among retail stores in Makurdi metropolis. The study adopted the survey method. The population of the study was 152 (which comprised of 32 employees of the six prominent superstores in Mkaurdi plus 120 customers). Census sampling was adopted and all the 152 served as the sample size. A structured-self-administered questionnaire was adopted as the major instrument for collecting primary data. Regression analysis was used as a technique of data analysis. Study findings revealed that window displays, lighting and illumination and signage all have significant effect on consumer buying behavior among retail stores in Makurdi metropolis. The study concludes that consumer buying behavior is significantly influenced by window displays, lighting and illumination and signage. The study also concludes that lighting and illumination is the strongest determinant of consumer buying behavior among retail stores in Makurdi metropolis. The study therefore recommends among others that retailers should understand shopper's expectations and create the right display of their expectations in order to lure customers in to their stores.

This case study centers on the potential effects of a department store window display and its impact on sales in the bricks-and-mortar retail environment. As the "high street" battles with the internet, visual presentation is key to driving sales in the bricks-and-mortar environment. Prime trading and promotion of new season lines (e.g. spring/summer) and seasonal promotions (e.g. Christmas, Mother's Day) are highly designed and pleasing aesthetically as they are calendar driven and financial targets are high. In the UK, sale (discounting) often has a much lower standard of presentation that is not aesthetically pleasing and that some consumers dislike (or even avoid) on account of the basic nature of the window (often a poster, fallen off the glass in front of a dressed window) and fragmented store merchandising. As existing literature on the subject tends to focus on the "best," prime trading windows, this case study of Debenhams department store puts forward the argument that discount promotions are treated as "second best" visually and asks students to consider the risks of such a strategy and to suggest potential alternatives. 1 The author wrote this case study solely to provide material for class discussion and independent learning. The author does not intend to illustrate either effective or ineffective handling of a situation. The comments and interpretation presented are not necessarily those of the company or its employees.This case has been written on the basis of published sources only. The interpretation and perspectives presented in this case are not necessarily those of the company in question or any of its employees.

This research paper is the outcome of a study of Visual Merchandising Elements of an apparel retail store and their impact on behaviour of customers. It is an attempt to identify the most appealing elements of VM. The general purpose of Visual Merchandising is to attract, invite, educate and motivate the customers to purchase merchandise being sold in the store.

The Terminal è un film sui margini. E sull’essere al margine. In esso il luogo è centrale.

In realtà qui il luogo è un non-luogo, come direbbe Marc Augè. Un tipico non-luogo, cioè area di transito, di passaggio. Un non-luogo che nessuno penserebbe mai di rendere propria casa. Tranne Viktor, il protagonista, che ha la straordinaria capacità di stare sul margine di questo non-luogo senza mai oltrepassarlo, e così esistendo.

The scope of visual merchandising is growing rapidly with advances in technology. Apparel retailers need to ensure their visual
merchandising has stronger impact, as competition in the present scenario is high, and retailers are ready to spend more on
visual merchandising to attract customers. Visual merchandising has thus become a tool which can be used by apparel retailersto
differentiate themselves from competitors.
The currentstudy examines the impact of visual merchandising, viz. store layout, in-store product display, mannequin display, and
promotional signage, on impulse buying behaviour of customers in apparel retail stores. The respondents for the study included
201 customers who visit apparel stores. The data were collected using a structured questionnaire.
The results of the study suggest that visual merchandising elements do have a significant impact on impulse purchase in apparel
retail stores, with store layout having the highest impact, followed by promotional signage, and mannequin display, while instore product display did not have a significant impact on impulse purchase. Further, for men, only store layout had a significant
positive impact on impulse purchase; on the other hand, for women, store layout, mannequin display and promotional signage had
significant positive impact on impulse purchase.

Pour la rentrée universitaire 2018, l'équipe enseignante de la galerie Michel Journiac a invité le duo d'artistes JEZY KNEZ à réaliser une exposition personnelle dans ses locaux ainsi qu'à imaginer parallèlement un workshop destiné aux étudiants du département Arts Plastiques. L'idée est ici de proposer aux volontaires de prendre part à un travail de groupe afin d'expérimenter avec le binôme d'artistes les manières d'envisager la création lorsqu'elle est confrontée à un espace précis tout en étant contrainte par le temps. S'appuyant sur des productions existantes, en cours ou à redéfinir, chacun aura à mettre en discussion sa recherche plastique au sein d'un groupe d'étudiants en vue d'une exposition collective dans les trois vitrines longeant la galerie. En s'interrogeant sur les spécificités et les dimensions idéologiques ou encore fictionnelles de cet espace intérieur offert au regard du passant, le workshop tentera de repositionner les travaux des exposants en regard de la vitrine.

The present research paper is an attempt to understand the concept of Retailing, Marketing in general and Visual Merchandising in specific. Further the critical reviews have been narrated so as to have a deep insight of the concept. Secondary data has been gathered for the purpose and the Library research and descriptive research is being used.

Τελικό προσχέδιο του κεφαλαίου που δημοσιεύτηκε στο συλλογικό τόμο με τίτλο Πολιτιστική Αναπαράσταση, σε επιμέλεια των Δημήτρη Παπαγεωργίου, Νίκου Μπουμπάρη, Λενιώς Μυριβήλη, σελ. 111-139, εκδόσεις Κριτική, Αθήνα, 2006. Νίκος Μπουμπάρης Ο ήχος είναι προϊόν από πολλά και διαφορετικά περιβάλλοντα σύνθεσης (Miller, 2004:5) Σήμερα γίνεται ολοένα και περισσότερο αντιληπτό ότι ο ήχος αποτελεί ένα από τα βασικά στοιχεία των σύγχρονων μέσων επικοινωνίας. Ο ηχητικός σχεδιασμός σε κινηματογραφικές ταινίες και ηλεκτρονικά παιχνίδια, η μουσική επιμέλεια στην τηλεοπτική ειδησεογραφία, τα ring tones κινητών τηλεφώνων, ο ήχος στα πολυμέσα και τα νέα μέσα γενικότερα, είναι μερικές τέτοιες περιπτώσεις. Στο πλαίσιο αυτό ο ήχος συμβάλλει στην εμψύχωση της πληροφορίας, λειτουργεί συχνά ως όριο διεπαφής (auditory interface) και τρόπος εμπλοκής (engagement) και εμβύθισης (immersion) του χρήστη. Παράλληλα, αναπτύσσεται το ενδιαφέρον και για αμιγώς ηχητικές μορφές επικοινωνίας όπως τα ακουστικά βιβλία (audio books), οι ακουστικοί οδηγοί μουσείων (audio guides) ή πόλεων (audio maps/walks), ο ήχος ως καλλιτεχνική έκφραση (sound art), οι ηχητικές εγκαταστάσεις σε συγκεκριμένες τοποθεσίες (site-specific installations), κ.ά. Ας μην ξεχνάμε επίσης την ολοένα συχνότερη χρήση και λειτουργία του μουσικού ήχου ως περιβαλλοντικού ήχου στην καθημερινή ζωή (π.χ. στο σπίτι, στους δρόμους, στο αυτοκίνητο, σε εμπορικά κέντρα, στο μετρό) και σε μαζικά δρώμενα (πολιτικές συγκεντρώσεις, αθλητικές συναντήσεις, κ.ά.).

One of the more effective methods for the simultaneous approximation of the roots of a polynomial is the Weierstrass method. In 2016, Proinov provide a detailed convergence analysis of the method and his results improve and generalize existing ones in the literature. To show some practical applications of Weierstrass iterative method, we develop code using computational system Wolfram Mathematica and Proinov's semilocal convergence theorem. Several numerical examples are provided. Furthermore, we give strong mathematical proof of experiment of Dochev and Byrnev (1964) and make a modification of their experiment with complex polynomial.

Στην παρούσα μελέτη θα ασχοληθούμε με την διαδικασία έρευνας και ανάπτυξης νέας τεχνολογίας καθώς και με την υιοθέτηση των καινοτομιών που προκύπτουν από την διαδικασία αυτή, υπό το καθεστώς ύπαρξης «network externalities». Θα εξετάσουμε λοιπόν τις ανωτέρω διαδικασίες έχοντας υπ' όψιν μας ότι βρισκόμαστε σε μία αγορά όπου η χρησιμότητα που ο καταναλωτής λαμβάνει από την χρήση ενός δικτυακού προϊόντος ή υπηρεσίας αυξάνεται, όσο αυξάνεται ο αριθμός των καταναλωτών-συνδρομητών που χρησιμοποιούν το εν λόγο δίκτυο (άμεσες εξωτερικότητες) και πως όσο περισσότεροι χρησιμοποιούν το δίκτυο από τόσο περισσότερα συμπληρωματικά προϊόντα και υπηρεσίες μπορεί να επωφεληθεί (έμμεσες εξωτερικότητες). Έχει παρατηρηθεί πως οι αγορές που παρουσιάζουν δικτυακές εξωτερικότητες εμφανίζουν υψηλά επίπεδα επένδυσης σε έρευνα και ανάπτυξη νέων τεχνολογιών. Σκοπός μας λοιπόν είναι να δείξουμε πως οι δικτυακές εξωτερικότητες επηρεάζουν έναν μεγάλο αριθμό επιχειρηματικών αποφάσεων που έχουν να κάνουν με R&D, αλλά και την σημαντικότητα τους στην υιοθέτηση νέων τεχνολογιών από τους καταναλωτές. Στο πρώτο κομμάτι λοιπόν, θα αναπτυχθεί τρόπος και τα κίνητρα που ωθούν μια επιχείρηση στο να επενδύσει σε έρευνα και ανάπτυξη νέων τεχνολογιών υπό το καθεστώς των δικτυακών εξωτερικοτήτων. Θα εξεταστούν θέματα που έχουν να κάνουν με την δομή της αγοράς που συντελείται η έρευνα και ανάπτυξη νέων τεχνολογιών καθώς και κίνητρα των επιχειρήσεων για R&D. Θα μελετηθεί ακόμα η εισαγωγή πατέντας στις νέες τεχνολογίες και κάποια ειδικά θέματα που έχουν να κάνουν με το ρίσκο που είναι διατιθέμενες να αναλάβουν οι επιχειρήσεις όταν επενδύουν σε έρευνα και ανάπτυξη. Στην συνέχεια θα εξετάσουμε ζητήματα υιοθέτησης των νέων τεχνολογιών τόσο από πλευράς καταναλωτών (demand side), όσο και από πλευράς επιχειρήσεων (supply side). Θα γίνει προσπάθεια να αποφευχθεί η απλή παραβολή διαφορετικών μοντέλων και θεωριών περί έρευνας, ανάπτυξης και υιοθέτησης νέων τεχνολογιών αλλά θα επιχειρηθεί η όσο το δυνατόν πληρέστερη σύμπτυξη των ουσιαστικότερων σημείων της υπάρχουσας θεωρίας. 2. Καινοτομίες

La colata, un caso di efficacia. Oggigiorno l'immagine pubblicitaria ha invaso lo spazio urbano che abitiamo e attraversiamo quotidianamente. Non abbiamo a che fare semplicemente con un medium che veicola un messaggio di tipo manipolatorio, perché di fatto questo messaggio costituisce a un altro livello un luogo privilegiato del dibattito sociale. Diversamente alla fruizione passiva del messaggio pubblicitario a cui siamo esposti quando guardiamo la tv o quando sfogliamo un giornale, i poster pubblicitari per le strade supportano modalità alternative e senz'altro più interattive di fruizione. In qualità di oggetti dell'arredo urbano tra gli altri, si offrono infatti, loro malgrado, a un'interazione forzata e continua sia con lo spazio che li circonda che con i cittadini stessi. I poster pubblicitari promuovendo una griffe, un prodotto o un partito politico non fanno altro che proporci dei modelli e degli stili di vita celebrandoli come vincenti. Spesso li troviamo ripetuti in un patchwork discorsivo che ricopre le mura di interi isolati; talvolta abbiamo a che fare con poster di dimensioni talmente grandi da erigersi come obelischi, cattedrali profane che dominano l'ambiente circostante traendone il beneficio di un potere mistico. Di fronte a questa imposizione di idolatrie del mercato e a questo sfruttamento dello spazio pubblico, si affermano movimenti di protesta che rivendicano una presa di coscienza da parte dei cittadini e che trasformano i poster in supporti di un messaggio polemico, alternativo. Si tratta per lo più di una rivendicazione di spazi che passa per pratiche clandestine di risemantizzazione di quella parte dell'arredo urbano che all'occasione si fa supporto di un messaggio pubblicitario e di propaganda. Cartellonistica quindi, ma anche semafori, cassonetti, pali della luce, muri e molto altro. La Street Art ha assunto a vari livelli questa rivendicazione dello spazio urbano sviluppando dei codici espressivi tanto specifici da definire dei sotto-generi riconosciuti e etichettati in quanto tali. Le forme espressive di cui ci occuperemo in questo articolo sono riunite sotto la definizione di advertising guerrilla art. Nello specifico ci soffermeremo sui lavori di tre street artist che declinano la pratica sovversiva sotto forma di veri e propri attacchi visivi a partire dai quali potremmo parlare di forme moderne d'iconoclastia laddove la censura o l'alterazione dell'idolo, non arriva mai a eliminarne i tratti di riconoscibilità dell'idolo stesso.
L'articolo è un riadattamento dell'intervento al X Congresso AISV, Buenos Aires, ottobre 2013.

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of their products. Hence, competition in this category is increasing rapidly. This product category is such that other than technological differentiation there can be little means to differentiate them from competitors. In addition, customers think many factors before purchasing these products like price, brand, etc. This study was undertaken to find out whether visual product display and other display criteria affect the purchase behavior of customers of electronic product category, as it is a high involvement products (HIP). The dimensions of visual display that were taken for study of this topic were window display, store front, merchandise presentation, store layout and organization, shelf display, floor merchandise, wall mount display, experience, signages/ graphics and store environment and it is found that window display and store front have impact on purchase behavior of consumers. Note: The full paper is uploaded for the ready reference of the researchers. The copyright of the paper rests with the publishers who have made full paper available on the online. For the commercial use of this paper permission from the publisher is needed. Number of Pages in PDF File: 12 Abstract http://ssrn.com/abstract=2645518

Lia Yoka
'Saute dans la Vide' (1960) and 'Shoot' (1971)
On the limits of performance art and the end of theatricality

While performance art is by definition an expressive form that prioritizes the performing process over the art object, the temporariness and immediacy of artistic experience, as well as the bodily involvement of both performers and the public in the work, it has been accompanied, “supplemented”, and has gradually been subsumed, by its documentation through video recording. This contradiction between the need for immediacy and the dependence on mediation, which is inscribed in the genetic code of all postwar high art (and public communication in general), inevitably destroys the “contract of theatricality”: Two famous works from the beginning and the end of the 1960s respectively, Yves Klein's 'Saute dans la Vide' and Chris Burden's 'Shoot', exemplify the near promise and total decay of a possibility for the public to become immersed in the theatrical condition.