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4. Locational strategies of multi-store firms.  We concentrate our research on the Paris region, called as Ile-de-France - a vibrant and innovative region with over 5,6 million jobs, 37 percent of French executives, and 40 percent of national workforce in research and development. 11.7 million people - over 19 percent of the country’s population reside in the area which occupies 2.2 percent of the surface of France. The GDP of the region amounts to 29 percent of total French GDP (IAU IdF, 2014). 31 percent of total French GDP (http://www.grand-paris.jll.fr/fr/paris/chiffres-cles/).   The third World touristic destination (in 2013) (Global Destination Cities Index 2015) with 16 millions of visitors from abroad.  Yet, The Paris region’s economy is spatially unbalanced (Combes et al., 2011). The Paris region is highly heterogeneous, especially regarding economic activity. While few municipalities host a large number of new establishments, others struggle to be chosen by any, and a large group of municipalities is left. The Grand Paris is a development project for the whole of the Paris metropolitan area. It is designed to improve residents’ quality of life, address regional inequalities and build a sustainable city (https://www.societedugrandparis.fr/english). It will cost around 32.4 billion euros (up to 2030).  Chapter I  1. Location choices of newly created establishments: Spatial patterns at the aggregate level