Competitive Facility Location with Market Expansion and Customer-centric Objective

Abstract: We study a competitive facility location problem, where customer behavior is modeled and predicted using a discrete choice random utility model. The goal is to strategically place new facilities to maximize the overall captured customer demand in a competitive marketplace. In this work, we introduce two novel considerations. First, the total customer demand in the market is not fixed but is modeled as an increasing function of the customers' total utilities. Second, we incorporate a new term into the objective function, aiming to balance the firm's benefits and customer satisfaction. Our new formulation exhibits a highly nonlinear structure and is not directly solved by existing approaches. To address this, we first demonstrate that, under a concave market expansion function, the objective function is concave and submodular, allowing for a $(1-1/e)$ approximation solution by a simple polynomial-time greedy algorithm. We then develop a new method, called Inner-approximation, which enables us to approximate the mixed-integer nonlinear problem (MINLP), with arbitrary precision, by an MILP without introducing additional integer variables. We further demonstrate that our inner-approximation method consistently yields lower approximations than the outer-approximation methods typically used in the literature. Moreover, we extend our settings by considering a\textit{ general (non-concave)} market-expansion function and show that the Inner-approximation mechanism enables us to approximate the resulting MINLP, with arbitrary precision, by an MILP. To further enhance this MILP, we show how to significantly reduce the number of additional binary variables by leveraging concave areas of the objective function. Extensive experiments demonstrate the efficiency of our approaches.