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The importance of context in store forecasting: the site visit in retail location decision-making

Wood, S and Tasker, A (2008) The importance of context in store forecasting: the site visit in retail location decision-making Journal of Targeting, Measurement and Analysis for Marketing, 16 (2). 139 - 155. ISSN 1479-1862

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Abstract

The aim of this paper is to investigate how practical store location decision-making balances formal modelling with the less well-studied informal qualitative inputs. By using case studies from one major UK food retailer, we find that informal knowledge has to be considered seriously alongside quantitative models despite the inclusion of such knowledge often proving challenging. In particular, the site visit has a key role in contextualising factors that are difficult to represent in formal “modelled” data, and in calibrating the inputs to models that are becoming increasingly advanced. We conclude that conceptualising the role of knowledge management in retail store decision-making has been under-theorised but can offer a key to advancing our understanding of this process still further.

Item Type: Article
Additional Information: This is a post-peer-review, pre-copyedit version of an article published in [Journal of Targeting, Measurement and Analysis for Marketing]. The definitive publisher-authenticated version [Journal of Targeting, Measurement and Analysis for Marketing, 16(2),139-155, 2008] is available online at: [http://www.palgrave-journals.com/jt/journal/v16/n2/abs/jt20083a.html]”
Divisions: Faculty of Business, Economics and Law > Surrey Business School
Depositing User: Symplectic Elements
Date Deposited: 03 May 2012 17:06
Last Modified: 23 Sep 2013 19:12
URI: http://epubs.surrey.ac.uk/id/eprint/209762

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