A Geo-Business Classification For London

This paper discusses the methodology and processes required to implement a geo-business classification to aid spatial decision making in the context of foreign direct investment promotion for London. This research is both timely and relevant since there is need for better decision support tools that will improve sub-regional location decision making ensuring London’s diverse business neighbourhoods are presented effectively to potential investors.

The research methodology presented in this paper adopts principals and practices common place in consumer marketing in the form of geodemographic classification. The five key data domains associated with companies, working property stock, general living environment and accessibility were used to gather a range of input variables. These variables were then used as the input to a principal components analysis which simplified the data into 9 dimensions describing and contrasting London’s diverse business neighbourhoods. These geo-business area profiles will form the basis for spatial decision support tools for business location decision making.