Sustainability analysis of the management strategy in a shopping centers

Abstract

The managers' strategic behaviour of shopping centers in a competitive environment is discussed. Sensitivity analysis was made by using the methods of mathematical and experimental game theory. The stability of the strategy to the opponents' actions was investigated. Also, we investigated the stability of the strategies to the environment, expressed in the level of consumption. The level of consumption in our study is characterized by: the share of visitors, making purchases in the shopping centre (the conversion rate); the average amount of purchases that make visitors shopping centre (size of the average check). These parameters describe changes of the environment. All cases of the shopping centre management strategy stability are illustrated. The novelty is that at allocation costs of the Manager for the development and promotion of shopping centres, the strategies of managers are resistant to each other's actions, in contrast to changes in the external environment is shown.