Mostrar el registro sencillo del ítem

dc.contributor.authorRodríguez, Vicente
dc.contributor.authorOlearte-Pascual, Cristina
dc.contributor.authorSaco, Manuela
dc.date2017
dc.date.accessioned2017-11-03T12:40:02Z
dc.date.available2017-11-03T12:40:02Z
dc.identifier.issn2444-8494
dc.identifier.urihttps://reunir.unir.net/handle/123456789/5927
dc.description.abstractPurpose - The purpose of this paper is to study the optimization of the geographical location of a network of points of sale, so that each retailer can have access to a potential geographic market. In addition, the authors study the importance of the distance variable in the commercial viability of a point of sale and a network of points of sale, analysing if the best location for each point (local optimum) is always the best location for the whole (global optimum). Design/methodology/approach - Location-allocation models are applied using p-median algorithms and spatial competition maximization to analyse the actual journeys of 64,740 car buyers in 1240 postal codes using a geographic information system (GIS) and geomarketing techniques. Findings - The models show that the pursuit of individual objectives by each concessionaire over the collective provides poorer results for the whole network of points of sale when compared to coordinated competition. The solutions provided by the models considering geographic and marketing criteria permit a reduction in the length of journeys made by the buyers. GIS allows the optimal control of market demand coverage through the collaborative strategies of the supplying retailers, in this case, car dealerships. Originality/value - The paper contributes to the joint research of geography and marketing from a theoretical and practical point of view. The main contribution is the use of information on actual buyer journeys for the optimal location of a network of points of sale. This research also contributes to the analysis of the correlation between the optimum local and optimum global locations of a commercial network and is a pioneering work in the application of these models to the automotive sector in the territorial area of the study.es_ES
dc.language.isoenges_ES
dc.publisherEuropean Journal of Management and Business Economicses_ES
dc.relation.ispartofseries;vol. 26, nº 2
dc.relation.urihttp://www.emeraldinsight.com/doi/full/10.1108/EJMBE-07-2017-013es_ES
dc.rightsrestrictedAccesses_ES
dc.subjectgeomarketinges_ES
dc.subjectautomotivees_ES
dc.subjectGeographical Information System (GIS)es_ES
dc.subjectlocation-allocation modeles_ES
dc.subjectzip codees_ES
dc.subjectEmerginges_ES
dc.subjectScopuses_ES
dc.titleApplication of geographical information systems for the optimal location of a commercial networkes_ES
dc.typeArticulo Revista Indexadaes_ES
reunir.tag~ARIes_ES
dc.identifier.doihttp://dx.doi.org/10.1108/EJMBE-07-2017-013


Ficheros en el ítem

FicherosTamañoFormatoVer

No hay ficheros asociados a este ítem.

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem