El poder de la geolocalización, una revisión de literatura sobre el uso de la geointeligencia en el sector comercio

Autores/as

Palabras clave:

Geointeligencia, Revisión de Literatura, Sector Comercio, Sistemas de Información Geográficos

Resumen

La historia con la que la mayoría de las empresas de hoy están lidiando es el crecimiento explosivo de los datos: cómo aprovecharlos, cómo almacenarlos y utilizarlos para tomar decisiones significativas. La presente investigación de tipo mixta y tiene como objetivo realizar una revisión de literatura sistemática e investigar las diferentes aplicaciones de sobre el uso de los Sistemas de Información Geográfica en el sector comercio con la metodología PRISMA, en conjunto con una visión real de la industria por cinco de sus protagonistas. Como resultado se adquirió un universo de 197 artículos en tres bases de datos se obtuvieron 46 artículos que tratan el tema mencionado en coincidencia con lo mencionado por los entrevistados de la importancia de la geointeligencia como un factor de ventaja competitiva en las PYMEs del sector comercio, se puede concluir que aún existe investigación y difusión por realizar en este campo de la ciencia

Citas

Adeniyi, O., Brown, A., & Whysall, P. (2020). Retail location preferences: A comparative analysis. Journal of Retailing and Consumer Services, 55, 102146. https://doi.org/10.1016/j.jretconser.2020.102082

Aimene, L., Lebourges, M., & Liang, J. (2021). Estimating the impact of co-investment on Fiber to the Home adoption and competition. Telecommunications Policy, 45(10), 102139. doi:10.1016/j.telpol.2021.102139

Allahyari, S., Yaghoubi, S., & Van Woensel, T. (2021). A novel risk perspective on location-routing planning: An application in cash transportation. Transportation Research Part E: Logistics and Transportation Review, 150, 102356. doi:10.1016/j.tre.2021.102356

Aversa, J., Hernandez, T., & Doherty, S. (2021). Incorporating big data within retail organizations: A case study approach. Journal of Retailing and Consumer Services, 60, 102447. doi:10.1016/j.jretconser.2021.102447

Aydiner, A. S., Tatoglu, E., Bayraktar, E., Zaim, S., & Delen, D. (2019). Business analytics and firm performance: The mediating role of business process performance. Journal of Business Research, 96, 228–237. doi:10.1016/j.jbusres.2018.11.028

Bani-Taha, O. I., & Shafiq, M. O. (2020). Combining the richness of GIS techniques with visualisation tools to better understand the spatial distribution of data - a case study of Chicago City crime analysis. International Journal of Big Data Intelligence, 7(1), 29–46. doi:10.1504/ijbdi.2020.106177

Baviera-Puig, A., Buitrago-Vera, J., & Escribá-Pérez, C. (2016). Geomarketing models in supermarket location strategies. Journal of Business Economics and Management, 17(6), 1205–1221. doi:10.3846/16111699.2015.1113198

Bruner, J. (1991). Actos de significado:más allá de la revolución cognitiva. Alianza.

Chacón-García, J. (2017). Geomarketing techniques to locate retail companies in regulated markets. Australasian Marketing Journal (AMJ), 25(3), 185–193. doi:10.1016/j.ausmj.2017.06.00

Chasco Y., C. (2003). Métodos gráficos del análisis exploratorio de datos espaciales. Universidad Autónoma de Madrid.

Chen, L.-F., & Tsai, C.-T. (2016). Data mining framework based on rough set theory to improve location selection decisions: A case study of a restaurant chain. Tourism Management, 53, 197–206. doi:10.1016/j.tourman.2015.10.001

Chrisman, N.R. (1999), What Does ‘GIS’ Mean?. Transactions in GIS, 3, 175-186. https://doi.org/10.1111/1467-9671.00014

Church, R. L., & Murray, A. T. (2009). Business site selection, location analysis and GIS. Wiley.

Dholakia, N., & Reyes, I. (2018). Media, markets and violence. Journal of Marketing Management, 34(11–12), 1–16. doi: 10.1080/0267257X.2018.1468612

Dold, J., & Groopman, J, (2017). The future of geospatial intelligence. Geo-spatial Information Science. 20. 151-162. 10.1080/10095020.2017.1337318.

Douglas, B. (2008) Achieving Business Success with GIS. John Wiley & Sons,

http://dx.doi.org/10.1002/9780470985595

East, D., Osborne, P., Kemp, S., & Woodfine, T. (2017). Combining GPS & survey data improves understanding of visitor behaviour. Tourism Management, 61, 307–320. doi:10.1016/j.tourman.2017.02.021

ELSamen, A. A. A., & Hiyasat, R. I. (2017). Beyond the random location of shopping malls: A GIS perspective in Amman, Jordan. Journal of Retailing and Consumer Services, 34, 30–37. doi:10.1016/j.jretconser.2016.09.006

Fildes, R., Ma, S., & Kolassa, S. (2019). Retail forecasting: Research and practice. International Journal of Forecasting. doi:10.1016/j.ijforecast.2019.06.004

Flick, U. (2004). Introducción a la investigación cualitativa (1° ed.). Morata

Francica, J. (2000). Location analysis tools help Starbucks brew up new ideas. Business Geographics, 8(8), 32-33.

Giovanardi, M., & Lucarelli, A. (2018). Sailing through marketing: A critical assessment of spatiality in marketing literature. Journal of Business Research, 82, 149–159. doi:10.1016/j.jbusres.2017.09.029

Godinho, P., Phillips, P., & Moutinho, L. (2018). Hotel location when competitors may react: A game-theoretic gravitational model. Tourism Management, 69, 384–396. doi:10.1016/j.tourman.2018.06.014

Gonzales Martinez, R., D’Espallier, B., & Mersland, R. (2021). Bifurcations in business profitability: An agent-based simulation of homophily in self-financing groups. Journal of Business Research, 129, 495–514. doi:10.1016/j.jbusres.2020.06.051

Grimaldi, D., Fernandez, V., & Carrasco, C. (2019). Heuristic for the localization of new shops based on business and social criteria. Technological Forecasting and Social Change, 142, 249–257. doi:10.1016/j.techfore.2018.07.034

Hiles, D., Cermak, I. & Chrz, V. (2009). Narrative oriented inquiry: A dynamic framework for good practice. En D. Robinson, P. Fisher, T. Yeadon-Lee, S. J. Robinson & P. Woodcock (Eds.), Narrative, memory, and identities (pp. 53-65).

Jamali, M., Nejat, A., Ghosh, S., Jin, F., & Cao, G. (2019). Social media data and post-disaster recovery. International Journal of Information Management, 44, 25–37. doi:10.1016/j.ijinfomgt.2018.09.005

Jung, S., & Jang, S. (2019). To cluster or not to cluster?: Understanding geographic clustering by restaurant segment. International Journal of Hospitality Management, 77, 448–457. doi:10.1016/j.ijhm.2018.08.008

Kim, J., Jang, S., Kang, S., & Kim, S. (2020). Why are hotel room prices different? Exploring spatially varying relationships between room price and hotel attributes. Journal of Business Research, 107, 118–129. doi:10.1016/j.jbusres.2018.09.006

Kita, P., Križan, F., Bilková, K., Zeman, M., & Siviček, T. (2020). Comparison of Grocery Shopping Behaviour of Slovak Residents on the Slovak-Austrian Border: an Empirical Study – Hainburg an der Donau. E+M Ekonomie a Management, 23(1), 215–230. doi:10.15240/tul/001/2020-1-015

Križan, F., Bilková, K., Kita, P., & Siviček, T. (2016). Transformation of retailing in post-communist Slovakia in the context of globalization. E+M Ekonomie a Management, 19(1), 148–164. doi:10.15240/tul/001/2016-1-011

Lampel, J., Bhalla, A., & Ramachandran, K. (2017). Family values and inter-institutional governance of strategic decision making in Indian family firms. Asia Pacific Journal of Management, 34(4), 901–930. doi:10.1007/s10490-017-9509-0

Latour, P & Le Floch, J. (2001). Géomárketing: principes, méthodes et applications. Éditions d´Organisation.

Libório, Matheus & Bernardes, Patricia & Ekel, Petr & Ramalho, Felipe & dos Santos, Angelica. (2020). Geomarketing and the locational problem question in marketing studies. Revista Brasileira de Marketing. 19. 448-469. 10.5585/remark.v19i2.17777.

Loureiro, S. M. C., Guerreiro, J., Eloy, S., Langaro, D., & Panchapakesan, P. (2019). Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research, 100, 514–530. doi:10.1016/j.jbusres.2018.10.055

Merino, M., & Ramirez-Nafarrate, A. (2016). Estimation of retail sales under competitive location in Mexico. Journal of Business Research, 69(2), 445–451. doi:10.1016/j.jbusres.2015.06.050

North, J., & Miller, F. L. (2017). Facility location using GIS enriched demographic and lifestyle data for a traveling entertainment troupe in Bavaria, Germany. Decision Support Systems, 99, 30–36. doi:10.1016/j.dss.2017.05.007

Ozkan, K. S. L. (2020). International market exit by firms: Misalignment of strategy with the foreign market risk environment. International Business Review, 29(6), 101741. doi:10.1016/j.ibusrev.2020.101741

Panic N, Leoncini E, de Belvis G, Ricciardi W, Boccia S (2013) Evaluation of the Endorsement of the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) Statement on the Quality of Published Systematic Review and Meta-Analyses. PLOS ONE 8(12). https://doi.org/10.1371/journal.pone.0083138

Phillips, C. B., Engelberg, J. K., Geremia, C. M., Zhu, W., Kurka, J. M., Cain, K. L., … Adams, M. A. (2017). Online versus in-person comparison of Microscale Audit of Pedestrian Streetscapes (MAPS) assessments: Reliability of alternate methods. International journal of health geographics, 16(1), 27–27. doi:10.1186/s12942-017-0101-0

Ponce-Lopez, R., & Ferreira, J. (2021). Identifying and characterizing popular non-work destinations by clustering cellphone and point-of-interest data. Cities, 113, 103158. doi:10.1016/j.cities.2021.103158

Posthumus, R., Bank, S., (2008). Gis As A Tool In Business Intelligence. PositionIT. https://www.ee.co.za/wp-content/uploads/legacy/AppT-GIS%20as%20a%20tool.pdf

Progri, I. F. (2017). A Unified Geolocation Channel Model--Part I (Path Loss). Journal of Geolocation Geo-information and Geo-intelligence, 2017(1), 31. doi:10.18610/jg3.2017.071604

Reigadinha, T., Godinho, P., & Dias, J. (2017). Portuguese food retailers – Exploring three classic theories of retail location. Journal of Retailing and Consumer Services, 34, 102–116. doi:10.1016/j.jretconser.2016.09.015

Rodríguez, V., Olarte-Pascual, C., & Saco, M. (2017). Application of geographical information systems for the optimal location of a commercial network. European Journal of Management and Business Economics, 26(2), 220–237. doi:10.1108/ejmbe-07-2017-013

Róka-Madarász, L., Mályusz, L., & Tuczai, P. (2016). Benchmarking facilities operation and maintenance management using CAFM database: Data analysis and new results. Journal of Building Engineering, 6, 184–195. doi:10.1016/j.jobe.2016.03.007

Saco, M., Galiano, A., & Rodríguez, V. (2020). Learning from the sales conversion rate throughout its product life cycle analysis: A case of study for the Spanish automotive sector. E+M Ekonomie a Management, 23(1), 184–198. doi:10.15240/tul/001/2020-1-013

Sadler, R. C. (2016). Integrating expert knowledge in a GIS to optimize siting decisions for small-scale healthy food retail interventions. International journal of health geographics, 15(1), 19–19. doi:10.1186/s12942-016-0048-6

Song, B. D., & Ko, Y. D. (2017). Quantitative Approaches for Location Decision Strategies of a Hotel Chain Network. International Journal of Hospitality Management, 67, 75–86. doi:10.1016/j.ijhm.2017.08.004

Suh, T., & Chow, T. E. (2021). Developing a digital marketing tool for ethnic ventures’ mixed business model and market-shaping: A design scientific approach of web demographics. Industrial Marketing Management, 93, 10–21. doi:10.1016/j.indmarman.2020.12.014

Tatebayashi, K., Kamiyama, C., Matsui, T., Saito, O., & Machimura, T. (2019). Accounting shadow benefits of non-market food through food-sharing networks on Hachijo Island, Japan. Sustainability Science, 14(2), 469–486. doi:10.1007/s11625-018-0580-3

Thompson, J. B. (1998). Ideología y cultura moderna. Universidad Autónoma Metropolitana

Thornton, L. E., Crawford, D., Lamb, K. E., & Ball, K. (2017). Where do people purchase food? A novel approach to investigating food purchasing locations. International journal of health geographics, 16(1), 9–9. doi:10.1186/s12942-017-0082-z

Tong D. & A.T. Murray (2017). Location Analysis: Developments on the Horizon, Advances in Spatial Science, en Jackson, R. & Schaeffer, P. (ed.), Regional Research Frontiers - Vol. 2, (p. 193-208), Springer. 10.1007/978-3-319-50590-9_12

Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2021). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing (corrected proof). 10.1016/j.ijresmar.2021.09.002

Yıldız, N., & Tüysüz, F. (2019). A hybrid multi-criteria decision making approach for strategic retail location investment: Application to Turkish food retailing. Socio-Economic Planning Sciences, 68, 100619. doi:10.1016/j.seps.2018.02.006

Zhang, Y., Wang, X., Sakai, Y., & Yamasaki, T. (2021). Measuring Similarity between Brands using Social Media Content. ITE Transactions on Media Technology and Applications, 9(4), 262–275. doi:10.3169/mta.9.262

Zhu, X., vanden Broucke, S., Zhu, G., Vanthienen, J., & Baesens, B. (2016). Enabling flexible location-aware business process modeling and execution. Decision Support Systems, 83, 1–9. doi:10.1016/j.dss.2015.12.003

Descargas

Publicado

2022-05-06

Cómo citar

Figueroa Garza, F. G., Araiza Vázquez, M. de J., & Salazar González, Álvaro F. . (2022). El poder de la geolocalización, una revisión de literatura sobre el uso de la geointeligencia en el sector comercio . EDUCATECONCIENCIA, 30(35), 78–97. Recuperado a partir de https://tecnocientifica.com.mx/educateconciencia/index.php/revistaeducate/article/view/486

Número

Sección

Artículos de investigación