Nikos Ntounis

High Street research agenda: identifying High Street research priorities

Purpose – The purpose of this short article is to outline a research agenda to further our understanding of how retail areas are influenced by, and adapt to, change. This is part of an Economic and Social Research Council-funded project High Street UK 2020. Design/methodology/approach – We outline a research agenda – containing factors which High Street stakeholders in Alsager, Altrincham, Ballymena, Barnsley, Bristol, Congleton, Holmfirth, Market Rasen, Morley and Wrexham have identified as influencing the vitality and viability of their retail areas. Currently, there is little or no academic evidence available to support these factors; therefore, they are worthy of further research. Findings – The towns assert that the following factors influence High Street performance (either positively or negatively) and need further research: business support; engagement and engaged businesses; fragmentation; information; Internet connectivity; local knowledge; measuring economic impact/value; media coverage; networ...

Improving the vitality and viability of the UK High Street by 2020: Identifying priorities and a framework for action

Purpose The purpose of this paper is to document the results and the impact of the ESRC-funded High Street UK 2020 (HSUK2020), a project designed to take the existing academic knowledge relating to retail and high street change directly to UK High Streets, to improve local decision-making and, ultimately, their vitality and viability. Design/methodology/approach Through a systematic literature review, and by following the tenets of engaged scholarship, the authors identified 201 factors that influence the vitality and viability of town centres. Through the consensus-building Delphi technique, a panel of 20 retail experts identified the top 25 priorities for action. Findings Taking a place management approach led to the development of a more strategic framework for regeneration, which consisted of repositioning, reinventing, rebranding and restructuring strategies (4R’s of regeneration). Collaboration with the project towns resulted in identification of the strategy area that would add the most value, and the impact of the 4R’s and the top 25 priorities is demonstrated via numerous town examples. Originality/value Knowledge exchange projects, such as High Street UK2020, have an important contribution to make, not by developing even more theory that is unlikely to get utilised, instead their contribution is to bring existing theory into practical use.

How to reinvent the High Street: evidence from the HS2020

Purpose The purpose of the paper is to present and critically discuss the findings of the ESRC-funded HS2020 project. The aim is to discuss the retail-led change that has happened to the High Streets that participated to the project that, in some cases, is revolutionary and is leading to the reinvention of the place. To do so reference is made to various retail change theories discussing both institutional and consumer-led change. Design/methodology/approach This is a discussion paper on the findings of the HS2020 project. Findings The major finding reported in this paper is that the reinvention is a natural learning process that involves the comprehension of change and the development of knowledge that will lead to the reinvention of the High Street. Research limitations/implications The findings of the research are based on data that were collected from a total of ten towns across the UK. Practical implications The paper suggests that to reinvent the High Street the stakeholders that are involved in the place decision-making processes they should embrace the change as a natural development and try to understand and learn from it rather than resisting to it. The HS2020 project provides a comprehensive guide of the areas that change can be managed and if it happens it can facilitate the reinvention. Originality/value The paper is relevant to the academic community, as it offers insight to the theories of retail change, and to the practitioners, as it provides evidence as to how to deal with the change that happens to the High Streets.

Repositioning the high street: evidence and reflection from the UK

Purpose Drawing on evidence from ten towns (across England, Wales and Northern Ireland) participating in the High Street UK 2020 (HSUK2020) project, the purpose of this paper is to reveal how local stakeholders involved in place management respond to high street decline through a strategy of repositioning. Design/methodology/approach This paper identifies the challenges faced by the towns considering repositioning, and highlights examples of good practice of relevance to the practitioners. First, it outlines the perspectives on repositioning from the academic research and theory, before drawing on evidence from across ten UK towns that participated in the HSUK2020 project, to reveal how repositioning involves more than just taking a snapshot profile of a place. Findings The research revealed major challenges faced by local stakeholders in clearly identifying and communicating their market position, in particular, the maintenance of up-to-date information on catchments was lacking at all the locations. Despite having local knowledge and some data, stakeholders still did not possess a clear (or shared) understanding of the identity or function of their towns. This evidence reflects the complexity of analysing and understanding repositioning and developing coherent strategies. Practical implications Knowledge exchange between stakeholders involved in place management can help inform the identification of new strategic objectives, appropriate interventions and project planning and delivery. Where resources are limited, particularly in smaller towns and settlements, the research demonstrates the significance of collecting and sharing data and analysis with other stakeholders, because this can generate positive outcomes for all. Originality value By offering empirical evidence based on the experience of local practitioners, this paper provides valuable insight into how town centre stakeholders collect, interpret and analyse data, revealing the challenges, opportunities and practicalities involved in developing and implementing repositioning strategies.

Engaged scholarship on the High Street: the case of HSUK2020

Purpose The purpose of this paper is to introduce engaged scholarship as a method for addressing the “wicked problem” of High Street change through successful collaboration and co-production of knowledge between academics, practitioners, citizens and other place stakeholders. Design/methodology/approach The first part of this paper introduces engaged scholarship as a participatory form of research and situates it within the context of the High Street. The second part presents the case of High Street UK 2020 (HSUK2020) via Van de Ven’s diamond model of engaged scholarship as a guide. Findings Engaged scholarship’s focus on knowledge production and on collaboration between the research team and the community enabled us to improve the understanding of factors affecting High Streets amongst a diverse group of stakeholders and focus on what works for the towns. The ongoing impact of HSUK2020 on the project towns’ action plans and on this current research is testament to how engaged scholarship research can drive the agendas for both academics and communities. Originality/value The paper presents engaged scholarship as an alternative collaborative method of conducting research on the High Street, one that is more in line with the current trends in retailing and works as a motivating factor for community engagement.

Re-branding the High Street: the place branding process and reflections from three UK towns

Purpose The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project. Design/methodology/approach A comprehensive place branding process that includes the interrelated stages of research, deliberation, consultation, action and communication is presented. The practical value of this theoretical proposition is linked to the experiences of three UK towns that participated in the HSUK2020 project. Findings The importance of research, the challenges of participation and the role of communications in place branding processes were identified as primary issues in all towns. The results of the project demonstrate the significance of the initial research stage of the place branding process and show that the process as a whole is valuable in helping places deal effectively with identity issues. Research limitations/implications Participatory place branding processes can flourish when place stakeholders are engaged in the right context and are encouraged to work together. In addition, place brands are important cues and empower stakeholders’ participation in all stages of place brand processes. Practical implications Knowledge exchange projects that have the potential to engage a plethora of place stakeholders should be considered by practitioners for future place branding strategies. Originality/value The paper offers a refreshing practical grounding on participatory place branding concepts and theories. The value of knowledge exchange strategies for examining the field of place branding is also highlighted and can become a useful research approach for future research.

Normalising jurisdictional heterotopias through place branding: The cases of Christiania and Metelkova

This paper explores the political dimensions of place branding as a path to normalisation for areas where a paradoxical relationship with the law exists, places that we coin “jurisdictional heterotopias” borrowing from Foucauldian literature. We posit that place branding plays a fundamental role in facilitating scale jumping in the otherwise vertically aligned legal space, a hierarchy designed to exclude spatial multiplicity from its premise. By examining the role of place branding in such areas, we endeavour to understand and appreciate the selective application of the law, the perpetuation of unregulated and illegal activity, as well as the place – specificity of legal practice. Ultimately, we argue that strong place branding associations permit the engulfment of this type of heterotopias in the “mainstream” leading to their normalisation; such a normalisation results not only in the acceptance of their uniqueness by the institutional elements, but also in the potential nullification of the liberties their communities advocate.