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Establishment Decision of Experience Stores: Insights into Marketing Effect

Author

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  • Chi Chiang
  • Tsui-Yii Shih

Abstract

Methods of contacting customers are constantly evolving. An increasing number of manufacturers have established experience stores, plazas or centers that provide marketing, education, and trade functions to enhance business performance. This paper develops integer programming models to analyze the experience store establishment decision. Demand functions, cost parameters, and firm learning curves that impact on the experience store decision are also examined. In addition, this paper provides two case studies to validate the proposed experience store establishment models. Three proposed models can assist managers in developing marketing strategies related to the experience store establishment.

Suggested Citation

  • Chi Chiang & Tsui-Yii Shih, 2015. "Establishment Decision of Experience Stores: Insights into Marketing Effect," Journal of Social Science Studies, Macrothink Institute, vol. 2(1), pages 165-185, January.
    • Handle: RePEc:mth:jsss88:v:2:y:2015:i:1:p:165-185
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    References listed on IDEAS

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