COLLECTIVE NETWORK BUILT BY SHOP OWNERS IN A <i>SHOTENGAI</i>

Abstract

Collective network refers to the gathering of different layers of connections that each local shop owner brings to a shotengai . Through their own personal experience, the owners bring to their shops unique products with an added value to it. In this sense, a shotengai behave as a series of entrances to different networks that leads the customer to narratives that they cannot experience in large-scale retailers. This paper presents a methodology to understand the collective network of the shops applied in Shoin Jinja shotengai .