学术讲座 | 市场营销学系讲座（2024-06-13）

Marketing Seminar  

2024-14

Topic: Beyond Proximity: Network Location Features and Store Performance in Retail Agglomeration

Speaker: Cheng He, University of Wisconsin-Madison

Time: Thursday, June 13, 1:30-3:00 p.m. Beijing Time

Location: Room 216, Guanghua Building 2

ABSTRACT

Location selection has been an important decision for retailers, yet empirical research examining the relationship between store location and retail performance remains notably sparse. This paper introduces a novel dimension to location analysis --network location features, representing a store's relative position in the network constructed from all units in the retail agglomeration. By considering network location features, we aim to capture the likelihood a store can benefit from exploratory foot traffic within the mall, which can hardly be reflected by traditional proximity-based location features. The findings reveal that network location features have an exclusively incremental value beyond the traditional proximity-based location features in predicting store performance. However, further analyses show that managers tend to overlook network location features when making rental decisions, indicating a discrepancy between the market's perception and the actual impact on store performance for a given location. This paper provides a mechanism to explain the incremental value of network location features and demonstrate how these features influence store performance.

INTRODUCTION

Cheng He is Assistant Professor at University of Wisconsin-Madison. He obtained his Ph.D. in Marketing from Georgia Institutes of Technology. His research employs econometric and machine learning methods to study marketing problems. The contexts of his research include how policy and technology affect social welfare, offline retailing, and online investor behavior. His research has appeared in Management Science, Marketing Science, and Information Systems Research.

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