How to adapt a tactical board wargame for marketing strategy identification

Authors

  • Stéphan Goria

DOI:

https://doi.org/10.37380/jisib.v2i3.45

Keywords:

War-games, marketing warfare, board war-games, Competitive Intelligence, game consoles

Abstract

This research paper investigates some fundamental principles of marketing warfare to see specifically what kinds of maneuvers can be used to defend or take control of a certain market. We present military war-games and its history to ease the understanding of the fundamentals in this area of study. Since we did not find a visual business wargame solution for our problem in the literature, we decided to develop one, based on the French market of game consoles between Nintendo and Sony in the period between 1994 and 2010. Our experiment confirmed the value of war-gaming. It showed that a parallel could be made between tactical maneuvers on the map and the statistics of sales for this market during the time interval

References

Andlinger, Gerhard R. 1958. Looking Around: What Can Business Games Do?. Havard Busi-ness Review 36(4): 147-152.

Besson, Bernard et al. 2010. Méthodes d’analyse appliquées à l’Intelligence Economique, Livre Blanc II. Poitier : ICOMTEC.

http://www.inovdia.fr/mediatheque/Bibliotheque/Business%20Model%20et%20Intelligence%20Economique/Guide_IES.pdf

Bose, Ranjit. 2008. Competitive intelligence pro-cess and tools for intelligence analysis. Industri-

al Management & Data Systems 108(4): 510-528.

Boutin, Michel. and Parlebas, Pierre. 1999. La mé-tromachie ou la bataille géométrique. Board Game Studies 2: 80-103.

http://history.chess.free.fr/papers/Boutin%20Parlebas%201999.pdf

Cares, James and Miskel, Jim. 2007. Take your third move first. Harvard Business Review 85(3): 20-21.

Kim, Chan W and Mauborgne, Renée. 2000. Knowing a Winning Business Idea When You See One. Havard Business Review 78(5): 129-138.

http://www.fjxedu.gov.cn:8010/TempResourceFiles/1918088175.pdf

Dunnigan, James F. 2000. War-games Handbook, Third Edition: How to Play and Design Com-mercial and Professional War-games. San Jose: Writers Club Press.

Durö, Robert and Sandström, Björn. 1987. The basic principles of Marketing Warfare. Chiches-ter: John Wiley & Sons.

Faria, Anthony J. and Nulsen, Ray. 1996. Business simulation Games: current usage levels: A ten year update, Developments In Business Simula-tion & Experiential Exercises 23: 22-28.

http://sbaweb.wayne.edu/~absel/bkl/vol23/23ad.pdf

Fuld, Leonard. 2003. Be Prepared: The Future looks a lot less Uncertain with the right Early Warning System. Harvard Business Review 81(11): 20-21.

Gilad, Benjamin. 2009. Business War Games: How large, small, and new companies can vastly im-prove their strategies and outmaneuver the competition. Franklin Lakes: Career press.

Gilad, Benjamin. 2003. Early Warning: Using Competitive Intelligence to Anticipate Market Shifts, Control Risk, and Create Powerful Strat-egies. New York: Amazon.

Herman, Mark, Frost, Mark and Kurz, Robert. 2009. Wargaming for leaders: Strategic decision making from the battlefield to the boardroom. New York: McGraw Hill.

James, Barrie. 1985. Business War-games. West Chilington: Chanctonbury Press.

Jenster, Per V. and Søilen, Klaus Solberg. 2009. Market Intelligence: Building Strategic Insight. Copenhagen: Copenhagen Business School Press.

Kalman, J. Cohen and Rhenman, Eric. 1975. The Role of Management Games in Education and Research. In Greenblat, Cathy S. and Duke, Richard D. ed., Gaming-Simulation: Rationale, Design and Application, New York: Sage Pub-lication, pp. 233-269.

Kotler, Philip and Singh, Ravi. 2001. Marketing warfare in the 1980s. Marketing: critical per-spectives on business and management 3: 411-428.

Kurtz, Jay. 2003. Business wargaming: simulations guide crucial strategy decisions. Strategy & Leadership 31(6): 12 – 21.

http://www.kappawest.com/WP_Strategy%20%26%20Leadership%20-%20BW%20ARticle.pdf

Kurtz, Janel and Schuler, Drue K. 2008. Competi-tive intelligence at Procter & Gamble: A case study in trade secrets. Journal of Legal Studies Education 21(1): 109-149.

Lundvall, Benkt-Ake. 2010. National Systems of Innovation: Toward a Theory of Innovation and Interactive Learning. London: Anthem Press.

Oriesek, Daniel F. and Schwarz, Jan Oliver. 2008. Business Wargaming: Securing Corporate Val-ue. Hampshire: Gower House.

Patrick, Stephen B. 1977. The history of wargam-ing. In Berg, Richard H., Ryer, Robert J. and Simonsen Redmond A. ed, Wargame design: The History, Production and Use of Conflict Simulation Games. Strategy & Tactics staff study Nr. 2, Simulations Publications Incorpo-rated. New York, pp. 1-40.

Perla, Peter P. 1990. The art of Wargaming. Annapolis: Naval Institute Press.

Pyzdek, Thomas and Keller, Paul A. 2003. The Six Sigma handbook: a complete guide for green belts, black belts, and managers at all levels. New York McGraw-Hill.

Ries, Al and Trout, Jack. 2006. Marketing Warfare. New York: McGraw-Hill.

Schwartz, Robert G. and Teach, Richard D. 2002. The E-commerce game: as strategic business board game. Developments in Business and Ex-periential Learning 29: 195-207.

http://sbaweb.wayne.edu/~absel/bkl/.%5Cvol29%5C29bi.pdf

Simonsen, Redmond A. 1977. Image and System: Graphics and Physical Systems Design. In Berg, Richard H., Ryer, Robert J. and Simonsen Redmond A. ed, Wargame design: The History, Production and Use of Conflict Simulation Games. Strategy & Tactics staff study Nr. 2, Simulations Publications Incorporated. New York, pp. 56-88.

Trot, Paul. 2008. Innovation management and new product development. Edinburgh: Prentice Hall.

Tyagi, C.L. and Kumar, Arun. 2004. Sales Man-agement. New Delhi: Atlantic Publishers and Distributors.

Weaver, Charles N. 1991. TQM: a step-by-step guide to implementation. Milwaukee: ASQC Quality Press.

Downloads

Issue

Vol. 2 No. 3 (2012): JISIB

Section

Article

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).