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The opening of Costco in Iceland: Unexpected meanings of globalized phenomenon

The opening of Costco in Iceland: Unexpected meanings of globalized phenomenon


Titill: The opening of Costco in Iceland: Unexpected meanings of globalized phenomenon
Höfundur: Loftsdóttir, Kristín   orcid.org/0000-0003-3491-724X
Mixa, Már Wolfgang
Útgáfa: 2017-12-14
Tungumál: Enska
Umfang: 189-210
Háskóli/Stofnun: Háskóli Íslands
University of Iceland
Háskólinn í Reykjavík
Reykjavik University
Svið: Félagsvísindasvið (HÍ)
School of Social Sciences (UI)
Deild: Félags- og mannvísindadeild (HÍ)
Faculty of Social and Human Sciences (UI)
Viðskiptadeild (HR)
School of Business (RU)
Birtist í: Stjórnmál og stjórnsýsla;13(2)
ISSN: 1670-6803
1670-679X (eISSN)
DOI: 10.13177/irpa.a.2017.13.2.2
Efnisorð: Costco; Iceland; Globalization; Post-crash; Stórmarkaðir; Matvöruverslanir; Hnattvæðing; Fjölþjóðafyrirtæki; Bankahrunið 2008
URI: https://hdl.handle.net/20.500.11815/664

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Tilvitnun:

Kristín Loftsdóttir, Már Wolfgang Mixa. (2017). The opening of Costco in Iceland: Unexpected meanings of globalized phenomenon. Stjórnmál og stjórnsýsla, 13(2), 189-210. doi:10.13177/irpa.a.2017.13.2.2

Útdráttur:

The multinational retailer, Costco, opened its first store in Iceland during spring 2017. Not only was the opening greatly anticipated but following the store opening, Costco became one of the key issues in the Icelandic media. Our analysis focuses on Costco’s opening from insights derived from theories of globalization of mobility, where we emphasize that discussions about Costco in Iceland cannot be separated from the post-crash atmosphere after the massive economic crash in 2008. Our perspective is particularly influenced by Tsing’s (2005) emphasis on the unpredictability of global phenomena that move around and transplant in a new context. Our analysis both contextualize Costco’s arrival within Iceland’s historical and social context and analyzes some of the main themes in the Icelandic media discussion during the opening. The dualistic opposition of ‘us’ (Icelanders) against ‘them’ (foreigners), which has been quite salient in Iceland, were largely invisible in discussions about Costco’s opening. Costco in Iceland was quickly incorporated into a discourse as a positive force against Icelandic corruption that started after the crash. The ‘us against them’ themes thus turned from being ‘Icelanders against

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