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Business opportunities analysis using GIS: the retail distribution sector

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Business opportunities analysis using GIS: the retail distribution sector

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dc.contributor.author Roig Tierno, Honorat es_ES
dc.contributor.author Baviera-Puig, Amparo es_ES
dc.contributor.author Buitrago Vera, Juan Manuel es_ES
dc.date.accessioned 2014-09-26T08:33:26Z
dc.date.available 2014-09-26T08:33:26Z
dc.date.issued 2013
dc.identifier.issn 2194-0061
dc.identifier.uri http://hdl.handle.net/10251/40278
dc.description.abstract [EN] The retail distribution sector is facing a difficult time as the current landscape is characterized by ever-increasing competition. In these conditions, the search for an appropriate location strategy has the potential to become a differentiating and competitive factor. Although, in theory, an increasing level of importance is placed on geography because of its key role in understanding the success of a business, this is not the case in practice. For this reason, the process outlined in this paper has been specifically developed to detect new business locations. The methodology consists of a range of analyzes with Geographical Information Systems (GISs) from a marketing point of view. This new approach is called geomarketing. First, geodemand and geocompetition are located on two separate digital maps using spatial and non-spatial databases. Second, a third map is obtained by matching this information with the demand not dealt with properly by the current commercial offer. Third, the Kernel density allows users to visualize results, thus facilitating decision-making by managers, regardless of their professional background. The advantage of this methodology is the capacity of GIS to handle large amounts of information, both spatial and non-spatial. A practical application is performed in Murcia (Spain) with 100 supermarkets and data at a city block level, which is the highest possible level of detail. This detection process can be used in any commercial distribution company, so it can be generalized and considered a global solution for retailers. es_ES
dc.language Inglés es_ES
dc.publisher Springer Verlag es_ES
dc.relation.ispartof Global Business Perspectives es_ES
dc.rights Reserva de todos los derechos es_ES
dc.subject Business opportunities es_ES
dc.subject Retailers es_ES
dc.subject Location es_ES
dc.subject Strategy es_ES
dc.subject GIS es_ES
dc.subject Geomarketing es_ES
dc.subject.classification ECONOMIA, SOCIOLOGIA Y POLITICA AGRARIA es_ES
dc.title Business opportunities analysis using GIS: the retail distribution sector es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.1007/s40196-013-0015-6
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials es_ES
dc.description.bibliographicCitation Roig Tierno, H.; Baviera-Puig, A.; Buitrago Vera, JM. (2013). Business opportunities analysis using GIS: the retail distribution sector. Global Business Perspectives. 1(3):226-238. doi:10.1007/s40196-013-0015-6 es_ES
dc.description.accrualMethod Senia es_ES
dc.relation.publisherversion http://dx.doi.org/10.1007/s40196-013-0015-6 es_ES
dc.description.upvformatpinicio 226 es_ES
dc.description.upvformatpfin 238 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 1 es_ES
dc.description.issue 3 es_ES
dc.relation.senia 247010
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