A Model for Allocating Retail Outlet Building Resources Across Market Areas

Cover A Model for Allocating Retail Outlet Building Resources Across Market Areas
A Model for Allocating Retail Outlet Building Resources Across Market Areas
Gary L Lilien
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This admittedly arbitrary classification provided the best fit and also agreed with the intuition of marketing management. A variable called "aggressiveness" was defined as # of recently built company outlets Total company outlets // of recently built industry outlets total industry outlets and a function m = g(a, s) was fitted to the data. Figure 2 shows contours of this fitted function for a -= 1. 25 and a = 0. 85. Also shown is the fitted Hartung- Fisher model for the same data set. While in... the range . 8) was obtained and the impact of building rate found to be highly significant. The proprietary nature of the data precludes a fuller discussion of the estimation procedure or presentation of those data.
It should be noted that the results presented were initial ones. In practice the curves are reestimated each year to reflect the most recent data available.


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