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Title: Evaluating Two Malls: Application of a Competitive Analysis Tool

Authors: Ugur Yavas

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: At a time when the U.S. retailing scene goes through profound changes, this article introduces a competitive analysis tool, Extended Quadrant Analysis (EQA), and illustrates its application in the context of two competing malls. Extended quadrant analysis identifies strengths and weaknesses of a marketing object (e.g., a mall) in terms of four dimensions that are critical to consumers when they evaluate that object vis-a-vis competitor(s). These are attribute salience, attribute determinance and own and relative performances of the object. A good heuristic device for conceptualizing competitive standing, EQA helps managers to identify the strategic options and translates the results into action

Keywords: Competitive analysis; extended quadrant analysis; marketing object; strategic options; retailing

DOI: 10.1504/JBM.2000.141070

Journal of Business and Management, 2000 Vol.7 No.2, pp.83 - 96

Published online: 05 Sep 2024 *