Proximity in marketing: An integrating theoretical framework and research agenda

Abstract

Academics and practitioners increasingly focus on the concept of proximity, but the growing literature features a confusing diversity of approaches. This article offers a macro-analytical and conceptually unified vision of proximity. Based on an in-depth analysis of literature, this integrative synthesis offers a fourfold contribution: characterize and classify approaches to proximity, understand the place occupied by proximity in theoretical models in marketing, consider the managerial interest of proximity, and develop propositions for continued research into proximity topics.