Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions

Vol. LII (October 2015), 726–735 726 © 2015, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Nathan M. Fong is Assistant Professor of Marketing, Fox School of Business, Temple University (e-mail: [email protected]). Zheng Fang is Associate Professor of Marketing, Business School, Sichuan University (email: [email protected]). Xueming Luo is Charles Gilliland Distinguished Professor of Marketing, Strategy, and MIS, Fox School of Business, Temple University (e-mail: [email protected]), and is founder/director of the Global Center for Big Data in Mobile Analytics (GBM). Address correspondence to the second author. This work was supported by the National Natural Science Foundation of China (Grants 71172030, 71202138, 71472130, and 71522010), the Youth Foundation for Humanities and Social Sciences of the Ministry of Education of China (Grants 12YJC630045, 14YJA630024, and 14YJC630166), and Sichuan University (Grants skqy201423 and skqy201502). The authors gratefully acknowledge the mobile service provider that sponsored their randomized field experiments as well as Jiwoong Shin; Jean-Pierre Dubé; Eric Anderson; Juanjuan Zhang; K. Sudhir; seminar participants at Aalto University, Fudan University, Northwestern University, and Yale University; GBM workshop participants; and the JMR review team for their insightful and constructive comments. Leif Nelson served as associate editor for this article. NATHAN M. FONG, ZHENG FANG, and XUEMING LUO*