Kita, Pavol; Maciejewski, Grzegorz; Žambochová, Marta; … - In: International journal of management and economics 60 (2024) 1, pp. 46-58
The aim of the study is to explore how geomarketing becomes a key element in managing the business model (BM) of an established retailer on the food market. The survey sample comprised 244 stores, whose managers were questioned by means of a semi-structured interview in 2021. Cluster analysis...
