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A Holistic Approach to Using a Marketing Strategy Simulation

In: Global Interdependence

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  • Olivia de Bergerac

    (University of NWS, Australian Graduate School of Management)

Abstract

MARKSTRAT is a complex marketing strategy game which invites five teams to compete with a portfolio of products in the consumer electronic markets. However, like most of the traditional business games, MARKSTRAT is characterized by three unfortunate features: a mono-disciplinary approach, a tendency for cultural blindness, and an ethnocentric vision. In order to address these issues, I will investigate three different points of view: the designers, the lecturer, and the students. From the congruence and discrepancy of these different perspectives, I will recommend a multidisciplinary and an integrative approach for using MARKSTRAT in an MBA program. Based on a strategy which combines the business simulation with the “simulated environmental laboratory” created by the exercise, the new approach extends the use of MARKSTRAT from a marketing strategy simulation to (1) a management game, (2) an intercultural communication exercise, and (3) a global strategy game.

Suggested Citation

  • Olivia de Bergerac, 1992. "A Holistic Approach to Using a Marketing Strategy Simulation," Springer Books, in: David Crookall & Kiyoshi Arai (ed.), Global Interdependence, pages 312-317, Springer.
    • Handle: RePEc:spr:sprchp:978-4-431-68189-2_39
    DOI: 10.1007/978-4-431-68189-2_39
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