Geomarketing as an important element of a food retailer’s business model: A managerial view
The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis was us...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-03-01
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| Series: | International Journal of Management and Economics |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/ijme-2024-0005 |