Abstract
Retail businesses have long recognised that understanding and improving overall performance starts with analysis at the micro or local market level. Attention has been focused on an increasing body of evidence that demonstrates market share can vary significantly from one local market to another. Added to this realisation, there is often a pressing need to provide high-quality information to support new site development, outlet closures and mergers, where the location of customers and competitor outlets plays a crucial role in determining the outcome of decisions. Using the right tools and techniques, it is possible to predict these outcomes with increasing levels of reliability.
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Thompson, A., Walker, J. Retail network planning — Achieving competitive advantage through geographical analysis. J Target Meas Anal Mark 13, 250–257 (2005). https://doi.org/10.1057/palgrave.jt.5740151
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DOI: https://doi.org/10.1057/palgrave.jt.5740151