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Date of Award
Bachelor of Business Administration (BBA)
Department of Management
This study will attempt to determine whether Harrisonburg is a viable option for expanded retail options. Fifteen stores will be examined that have performed well throughout the United States over the past several years based on several different metrics. Data used to compared these stores will be collected via a survey distributed to James Madison University students and public census data. Additionally, several stores that are already in operation in Harrisonburg will be assessed to serve as a comparison group. By the end of this study, I will offer recommendations on which of the 15 stores in the study would likely perform well in Harrisonburg and which ones would perform poorly based on the average median household income of areas where stores are already present, the distance of current stores to Harrisonburg, and James Madison University students’ preferences gathered from an online survey.
Maguire, Graham, "Expanding business to Harrisonburg" (2019). Senior Honors Projects, 2010-current. 696.