A tale of two markets : exploring the spatiality of market controversies

Fernandes, Josi and Palo, Teea (2026) A tale of two markets : exploring the spatiality of market controversies. Marketing Theory. ISSN 1470-5931 (In Press)

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Abstract

This paper investigates the relationship between place, space and the rise and settling of controversies in market agencements. While work has been done to understand how controversies shape markets, their spatiality is yet to be conceptualised. Specifically, we explore how controversies are materially and spatially (re)organized, (re)negotiated, and (temporarily) settled. Methodologically, we conducted a marketography of two tourism markets, namely the favela tourism market in Brazil, and the Christmas tourism market in Finland. Drawing on secondary data, we make three key contributions. First, the two distinct tourism markets provide the basis for the theorisation of how space is embroiled in market agencements and controversies. Second, we conceptualise how market controversies arise through colliding treatments of Boundaries and Uses of space, and identify Resistance and Recognition as bundles of spatial frames, devices, practices and representations that reframe a market respecting local communities and temporarily settle controversies. Finally, we conceptualise the role of indigenous communities who become active actors in the marketization process as Temporary Shapeshifting. The favela and the Christmas tourism markets are exemplary of how space is embroiled in market controversies, in how they are managed and in how alternative market agencements are reconfigured.