SOBRE LA LOCALIZACIÓN DE CENTROS DE UNA FIRMA ENTRANTE CON PATRÓN BINARIO DE ELECCIÓN DEL CONSUMIDOR

Abstract

We study the location problem for an entering firm which competes with some pre-existing firms. It is assumed that customers buy from the facility with maximum utility. The formulation and resolution of this type of problem depend on the utility function and how ties in maximum utility between centers are solved. A new Mixed Integer Linear Programming model is presented which let the problem be solved for a variety of utility functions when there is a finite set of location candidates and it is assumed that a proportion of demand is assigned to the entering firm if ties occur. A study on the transportation network of the Region of Murcia is carried out for a variety of scenarios with the aim of studying which are the different types of ties, how often ties occur and its effect on the market share captured by the entering firm. A possible mistake which is associated to the proportion of demand assigned to the entering firm if ties occur is also investigated.
Finally some conclusions are presented