Quelles stratégies d'implantation vis-à-vis de la concurrence ?

Sébastien Liarte

Revue française de gestion, 2006, vol. 165, issue 6, 139-159

Abstract: The aim of this article is to study the location of retail network units. Because of the dependence on the competitor?s location for the choice of a trade area, the location is apprehended, in this paper, as a competitive move. Multiunit firms have to choose for each of their units between an isolated place, indicating an intention of avoidance, or nearby their competitors, which shows an intention of cooperation or confrontation. In order to study this complex dynamic, a simulation model, based on cellular automata, is built. In a second time, this simulation model is confronted with empirical data in order to test its validity and its relevance.

Date: 2006
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