Abstract
Recent research within retail geography has emphasised the intermeshing of economic and cultural facets of production and consumption, and strategy and corporate identity. This paper extends this intermeshing by taking a relational view of the firm. It considers the ways the retail firm determines and enacts its strategies, and how these affect the owners, managers, employees, suppliers and customers of whom it is comprised and with whom it interacts. The paper uses a stakeholder approach to examine stakeholder relations in the context of online food retail in New Zealand. By exploring the management of innovation and relations with customers and store employees through the lens of corporate culture, it shows that these relations cannot be defined in economic or cultural terms alone.
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