En postindustriell stads dynamik : Kalmars samarbeten och konkurrenser i strävan efter expansion genom handel

The thesis strives to reveal the dynamics between a central and a peripheral shopping area in Kalmar, Sweden. The establishment of larger shopping centers has become a hallmark of postindustrial cities. Cities globally are at risk of creating an urban economic rift between the central and peripheral shopping areas. By establishing major shopping venues around the traditional central business districts, cities hope to create a larger customer hinterland and thereby also increased economic growth. The aim of this thesis is answered by two research questions regarding collaboration and competition between two shopping areas; the central Kvarnholmen and peripheral Hansa City Mall. As it theoretical framework, the thesis mobilizes discussions on the postindustrial city as well as additional economic theory concerning the so-called Disneyization. An overview over previous research is provided, and empirical data was produced through the following methods; Semi-structured interview, structured interview, simple observation and document analysis. The results were analyzed using a universal approach. The thesis concludes that the dynamics between the two shopping areas are fluctuating; sometimes characterized by cooperation, other times by competition. Kalmar municipality’s retail strategy aims and encourages the shopping areas to collaborate. When seeing Kalmar on a smaller scale, this is surely the case: the shopping areas are seemingly united, with common image production and working together towards their hinterland. Viewing the dynamics on a larger local scale, however, a strong competition between Kvarnholmen and Hansa City Mall is evident; as both shopping areas strive to retain their consumers on their specific area of trade.