Strategic development of the company's competitiveness in the local market
Tkhorikov B.A.1
, Gerasimenko O.A.2
1 Российский государственный университет им. А.Н. Косыгина
2 Белгородский государственный национальный исследовательский университет
Download PDF | Downloads: 15
Journal paper
Leadership and Management (РИНЦ, ВАК)
опубликовать статью | оформить подписку
Volume 12, Number 4 (April 2025)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=82282746
Abstract:
The article presents the author's methodology for the strategic development of the competitiveness of retail companies in the local consumer goods market using a geomarketing approach. The article substantiates the need to move away from traditional retail location schemes and focuses on the integration of spatial data, digital ecosystems and big data technologies. The authors propose a functional model of geomarketing planning based on the systematization of geographic, marketing and behavioral factors affecting business efficiency. The mechanism was tested on the example of the aesthetic medicine studio in Belgorod, where the use of geomarketing made it possible to optimize rental costs and increase the probability of attracting a target audience. The article highlights the importance of GIS technologies, adaptive KPIs and digitalization of marketing processes. The conclusion on the expediency of scaling the developed methodology for strategic business positioning in conditions of urban agglomeration and high competition is drawn.
Keywords: geomarketing, spatial data, competitiveness, KPI, local market, strategic planning
JEL-classification: M30, M31, M39
References:
Ahmad M. et al. (2025). Using OpenStreetMap Data for Geomarketing Insights and Business Growth
Banerjee S. (2019). Geomarketing and situated consumers: opportunities and challenges Proceedings of the 3rd ACM SIGSPATIAL International Workshop on Location-based Recommendations, Geosocial Networks and Geoadvertising. 1-4. doi: 10.1145/3361934.3361941.
Baviera-Puig A., Buitrago-Vera J., Escriba-Perez C. (2016). Geomarketing models in supermarket location strategies Journal of Business Economics and Management. 17 (6). 1205-1221. doi: 10.3846/16111699.2015.1113198.
Benjamin Hagedorn, Matthias Trapp, Tassilo Glander, Jürgen Döllner (2009). Towards an indoor level-of-detail model for route visualization Tenth International Conference on Mobile Data Management: Systems, Services and Middleware. 692-697. doi: 10.1109/MDM.2009.79.
Chacón-García J. (2017). Geomarketing techniques to locate retail companies in regulated markets Australasian Marketing Journal. 25 (3). 185-193. doi: 10.1016/j.ausmj.2017.06.001.
Cliquet G. (2021). From geomarketing to spatial marketing Cham: Palgrave Macmillan.
Cliquet G., Baray J. (2020). Location-based marketing: geomarketing and geolocation Hoboken, New Jersey, U.S.: John Wiley & Sons.
Gerasimenko O.A., Tkhorikov B.A., Titova I.N., Belov V.S., Reznichenko O.S. Geomarketing modeling of the optimal location for starting a business (0).
Habibpour F., Feizizadeh B. (2021). GIS spatial and network analysis applied for bookstores geomarketing Journal of Geomatics Science and Technology. 10 (3). 99-109.
Hranovska V. (2020). Geomarketing as a tool for ensuring the competitive development of agricultural enterprises Lviv-Toruń: Liha-Pres.
Mohamed W.A.A. (2022). Location-Based Analytics for Intelligent Marketing to Achieve Competitiveness in Small Business International Journal of Information Technology (IJIT). 8 (1).
Pandey A., Yadav M., Hung T.H. (2025). Enhancing Customer Experience Through Geomarketing and IoT Hershey, Pennsylvania: IGI Global.
Pérez R. (2008). Geomarketing en salud para ubicar oferta de servicios médicos de valor. Caso: Proyecto de investigación para ubicar una nueva oferta hospitalaria Salud Uninorte. 24 319-340.
Shaitura S.V., Feoktistova F.M., Minitaeva A.M., Olenev L.A., Chulkov V.O., Kozhaev Y.P. (1020). Spatial geomarketing powered by big data Revista Turismo Estudos & Práticas. 13.
Tkhorikov B.A., Gerasimenko O.A. (2022). «spatial customer activity» - a new source of competitive advantages for a retail company. Practical Marketing. (1(298)). 3-15. doi: 10.24412/2071-3762-2022-1298-3-15.
Tkhorikov B.A., Lomovtseva O.A., Gerasimenko O.A., Sablina O.M., Titova I.N. (2020). Geomarketing: a new concept or an applied business tool?. Tomsk State University Journal of Economics. (49). 199-214. doi: 10.17223/19988648/49/14.
Yarosh O. (2019). Digital geomarketing methods for analyzing the development of the economy of modern urban space 2nd international scientific conference on digital transformation on manufacturing, infrastructure and service, dtmis 2018. 012102. doi: 10.1088/1757-899X/497/1/012102.
Страница обновлена: 26.05.2025 в 14:19:45