Strategi, Läge & Varumärke
Goal: To describe which evaluation method is used by Swedish retailers to assess a potential retail location and to describe to what extent the retail brand effects this strategic decision. Design: Analysis of ten interviews with companies within five retail sectors in Sweden. Main study: Indication of what methods are used to evaluate a location and how a company's retail brand affects the decision. Results: Retailers use a mix of theoretical methods to evaluate the location attributes and possible profit. Most common among mixtures was an application of the analog method, residual method or the checklist method in combination with a financial assessment. The final location assessment can be influenced by the retail band although the effect and can be unintentional. Conclusion: Retailers should to a larger extent formulate strategies for location assessment that takes the retail brand into account since their business may profit from it.