alexa How to adapt a tactical board wargame for marketing strategy identification
Social & Political Sciences

Social & Political Sciences

Journal of Defense Management

Author(s): Goria Stphane

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ABSTRACT This research paper investigates some fundamental principles of marketing warfare to see specif-ically 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 ex-periment confirmed the value of war-gaming. It showed that a parallel could be made between tactical maneu-vers on the map and the statistics of sales for this market during the time interval.

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This article was published in Journal of Intelligence Studies in Business and referenced in Journal of Defense Management

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