Location as a competitive advantage for entrepreneurship an empirical application in the Region of Aragon (Spain)

For entrepreneurs, decision making is present right from the start. The decision-making process in business has received extensive academic attention in recent decades. One of the first-order strategic decisions for an entrepreneur is where to locate the new business. The emergence of the multi-criteria decision analysis paradigm allowed several criteria to be considered when making a decision, which surpassed the previous single criterion decision paradigm. The Electre methodology pioneered this new paradigm and, among the evolutions of the Electre method, version IV is perhaps the least used. This paper aims to show a methodology to aid decision making for entrepreneurs, in particular the location decision. Thus, this study shows an example, an empirical application of Electre IV for locating a business, with the ultimate goal of providing companies with a ranking of alternatives to consider, such that it provides a competitive advantage if the choice agrees with the first positions of the final ranking.