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This study demonstrates the effectiveness of competitive locational targeting, the practice of promoting to consumers near a competitor's location. The analysis is based on a randomized field experiment in which mobile promotions were sent to customers at three similar shopping areas (competitive, focal, and benchmark locations). The results show that competitive locational targeting can take advantage of heightened demand that a focal retailer would not otherwise capture. Competitive locational targeting produced increasing returns to promotional discount depth, whereas targeting the focal location produced decreasing returns to deep discounts, indicating saturation effects and profit cannibalization. These findings are important for marketers, who can use competitive locational targeting to generate incremental sales without cannibalizing profits. Although the experiment focuses on the effects of unilateral promotions, it represents an initial step in understanding the competitive implications of mobile marketing technologies. <\/jats:p>","DOI":"10.1509\/jmr.14.0229","type":"journal-article","created":{"date-parts":[[2015,2,13]],"date-time":"2015-02-13T17:45:43Z","timestamp":1423849543000},"page":"726-735","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":282,"title":["Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions"],"prefix":"10.1177","volume":"52","author":[{"given":"Nathan M.","family":"Fong","sequence":"first","affiliation":[{"name":"Fox School of Business, Temple University"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zheng","family":"Fang","sequence":"additional","affiliation":[{"name":"Business School, Sichuan University"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xueming","family":"Luo","sequence":"additional","affiliation":[{"name":"Strategy, and MIS, Fox School of Business, Temple University, and is founder\/director of the Global Center for Big Data in Mobile Analytics (GBM)"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2015,10,1]]},"reference":[{"key":"bibr1-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.11.0538"},{"key":"bibr2-jmr.14.0229","author":"Andrews Michelle","year":"2015","journal-title":"Marketing Science"},{"key":"bibr3-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1007\/s11002-008-9056-z"},{"key":"bibr4-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1177\/002224378702400404"},{"key":"bibr5-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1177\/002224298905300308"},{"key":"bibr6-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1111\/j.0022-1821.2004.00236.x"},{"key":"bibr7-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.49.9.1121.16565"},{"key":"bibr8-jmr.14.0229","unstructured":"BIA\/Kelsey (2014), \u201cU.S. Local Media Forecast (2012\u20132018),\u201d (April 10), (accessed June 10, 2015), [available at http:\/\/www.biakelsey.com\/Company\/Press-Releases\/140410-U.S.Mobile-Local-Ad-Revenues-to-Reach-$4.5-Billion-in-2014.asp]."},{"key":"bibr9-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.20.1.23.10201"},{"key":"bibr10-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1120.0724"},{"key":"bibr11-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.2307\/2555890"},{"key":"bibr12-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.13.0341"},{"key":"bibr13-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1111\/j.1756-2171.2006.tb00066.x"},{"key":"bibr14-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.2013.0834"},{"key":"bibr15-jmr.14.0229","unstructured":"Econsultancy and Adobe (2014), \u201cQuarterly Digital Intelligence Briefing: 2014 Digital Trends,\u201d (January), (accessed June 9, 2015), [available at https:\/\/econsultancy.com\/reports\/quarterly-digital-intelligence-briefing-2014-digital-trends\/]."},{"key":"bibr16-jmr.14.0229","unstructured":"eMarketer (2013), \u201cDigital Set to Surpass TV in Time Spent with US Media,\u201d (August 1), (accessed June 9, 2015), [available at http:\/\/www.emarketer.com\/Article\/Digital-Set-Surpass-TV-Time-Spent-with-US-Media\/1010096]."},{"key":"bibr17-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1120.0453"},{"key":"bibr18-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1177\/002224296402800307"},{"issue":"6","key":"bibr19-jmr.14.0229","first-page":"119","volume":"78","author":"Kenny Kenny","year":"2000","journal-title":"Harvard Business Review"},{"key":"bibr20-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2013.1836"},{"key":"bibr21-jmr.14.0229","unstructured":"mBlox (2013), \u201cMobile Engagement: What Consumers Really Think,\u201d white paper, (September), (accessed June 9, 2015), [available at http:\/\/www.thelbma.com\/files\/495-MBL_Global_Mobile_Engagement_09-23-13FINAL.pdf]."},{"key":"bibr22-jmr.14.0229","doi-asserted-by":"publisher","DOI":"10.1177\/002224379703400205"},{"key":"bibr23-jmr.14.0229","unstructured":"PricewaterhouseCoopers (2014), \u201cMobile Advertising: What Do Customers Want? 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