| Author: | Cromley, R. Hempel, D. Hillyer, C. |
| Title: | Dimensions of market attractiveness: competitively interactive spatial models |
| Journal: | Decision Sciences
1993 : JUL-AUG, VOL. 24:4, p. 713-738 |
| Index terms: | DECISION ANALYSIS MARKETING MANAGEMENT PROPERTY |
| Language: | eng |
| Abstract: | This paper presents a normative, multidisciplinary approach for evaluating market entry strategies with concern for the effects of spatial assumptions on performance expectations. An assessment framework is linked to a series of models that show the value of adding spatial and competitive perspectives to typical baseline conceptualizations of market opportunity. Criteria for assessing market attractiveness are discussed with special concern for the problems of field service firms whose market boundaries are not limited by fixed facility locations. |
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