Competitive Mobile Geo Targeting

  title={Competitive Mobile Geo Targeting},
  author={Yuxin Chen and Xinxin Li and Monic Sun},
  journal={Mark. Sci.},
We investigate in a competitive setting the consequences of mobile geo targeting, the practice of firms targeting consumers based on their real-time locations. A distinct market feature of mobile geo targeting is that a consumer could travel across different locations for an offer that maximizes his total utility. This mobile-deal seeking opportunity motivates firms to carefully balance prices across locations to avoid intrafirm cannibalization, which in turn mitigates interfirm price… 

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