Retail business strategic planning: updating and developing contour elements of geomarketing

Abstract

The article presents the key prerequisites for the formation of new sources of competitive advantage - the selection of the optimal location of the retail business. What is more, scientific research is emphasized by the postulate that the location can be chosen in unattractive territorial urban locations (zone 2 and 3 of the territorial line). The conducted studies indicate that the client's behavior model has changed, and the client is ready to cover long distances every day.