Skip to main content

Our research provides a novel perspective by examining the effect of both economic factors and non-economic factors such as place image on business location decisions. This paper expands the extant theory and practice by identifying and considering in addition to the economic factors, place image factors, i.e., sense of place, identity (retention factors) and brand image, visual image, and reputation (attraction factors). The most significant issue in quantitative studies such as facility location problems is the inability to identify qualitative factors previously considered nebulous correctly. The authors, with the help of a case study of Amazon’s Headquarters 2 location decision, contend that in addition to economic factors, image factors are important for strategic location decisions. Specifically, our analysis shows that Amazon’s decision to move a part of HQ2 to Arlington, Virginia can be explained through place image factors. We posit that place image should be given due consideration for strategic location decisions.

download full article (pdf)
Ashutosh Dixit

Ashutosh Dixit

Cleveland State University

Ashutosh Dixit, Ph.D. is a professor of Marketing in the Monte Ahuja College of Business, Cleveland State University, Cleveland, Ohio. He received his Bachelor of Technology degree in Mechanical Engineering from Indian Institute of Technology, MBA from XLRI in...

Learn More > Visit Author’s Page at university site >
Candice Clouse

Candice Clouse

Cleveland State University

Candi Clouse, Ph.D. is the Director in the Center for Community Planning & Development at the Maxine Goodman Levin College of Urban Affairs at Cleveland State University. Dr. Clouse has been with the University for 12 years. Her research concentrates on place image,...

Learn More >
Nazli Turken

Nazli Turken

Cleveland State University

Nazli Turken, Ph.D. is an Assistant Professor of Operations and Supply Chain Management in the Monte Ahuja College of Business, Cleveland State University, Cleveland, Ohio. She received her B.S. in Industrial Engineering from the Pennsylvania State University, and an M...

Learn More > Visit Author’s Page at university site >

Related articles

Management

Case

GE and Alphabet: A Tale of Two Conglomerates

by Rajeswarao Chaganti

GE, an American icon, is a falling giant, and Alphabet, of Silicon Valley, is a rising one. In this paper, we review writings on the organizational structure of...

read more
Artwork of man on stairs

International Business

Case

Lottie Dottie Chicken Goes International: How the Brazilian Creative Industry Expands Internationally via Licensing

by Maria Luiza Carvalho de Aguillar Pinho, Celso Roberto de Aguillar Pinho

Firms from the Brazilian creative industry have exhibited remarkable success in marketing their offerings to international audiences.

read more
Countries of the world with a jigsaw pattern
Book icon

Print Edition

Learn More
Rutgers University

About Rutgers Business Review

About Us