Translation And Diffusion Process of The Shopping Mall Form: A Case Study

Abstract

This study aims to reveal how the shopping mall form, a management idea, changed during its transfer to Türkiye and to analyse the effective factors in this process. For the research part, interviews were held with 23 people, including the general managers of 21 shopping malls operating in Türkiye and two leading sector executives. The findings point out that during the initial embedding of the shopping mall idea in Türkiye, the idea was preserved mainly in terms of managerial and structural aspects. Factors such as flexibility of the idea, environment, management, level of knowledge and rivalry among existing competitors are effective in the prominence of diffusion or translation. Finally, by expanding the scope of translation, the study puts forward the concepts of individual and social translation as well as interpersonal translation.