Optimal Timing and Location in Competitive Markets

The choice of a good location strategy is one of the most crucial decisions facing a retailer. While a number of recent articles have addressed the issue of site selection, the related issue of optimal timing and preemption has been largely ignored. In this paper, we present an integrated location allocation model that allows a retailer to formulate an overall location strategy by addressing the questions of how many stores to open, where to open them, and when to open them. In addition, the model explicitly incorporates demand growth scenarios and takes into account the dynamics of competitive actions. As an illustration of its use, the model is applied to a simple yet realistic decision scenario. 1992 The Ohio State University