LOCATING A SINGLE NEW FACILITY AMONG EXISTING, UNEQUALLY ATTRACTIVE FACILITIES

The location of a new facility in a competitive environment is investigated. It is assumed that customers patronize the facility with the highest utility value rather than the closest facility. Simulations show that the new approach yields a superior location in terms of market size captured. Sensitivity analyses of the problem parameters illustrate the sensitivity of the location and the sensitivity of the market size captured to the facility's quality.