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Information display from board wargame for marketing strategy identification

  • Stéphane Goria

    ()

    (LORIA - SITE - Inria - CNRS : UMR7503 - Université Henri Poincaré - Nancy I - Université Nancy II - Institut National Polytechnique de Lorraine (INPL))

Marketing warfare is an alternative solution for a company to defend itself or to win market parts. This approach presents consumer spirit as a battleground where companies make military maneuvers to confront each other. But a problem subsists, how make a link between market and battle or war? May be a solution exists: business wargames. But now, they are too complex or only role playing oriented without any solution to map battles. However, before being business wargames, wargames were developed to propose visual solutions to recreate a specific war situation. Now, wargames for civilians exist, with a particular kind: board wargames, which we found very interesting for information display. In this paper, we develop a methodology to apply a board wargame tool for a market situation. This methodology contributes to creative competitive intelligence (or creative watch) a new kind of competitive intelligence, in the sense it participates to information discovery that directly contributes to the creation and innovation process.

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Paper provided by HAL in its series Post-Print with number hal-00584200.

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Date of creation: 05 Apr 2011
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Publication status: Published - Presented, International Competitive Intelligence Conference 2011, 2011, Bad Nauheim, Germany
Handle: RePEc:hal:journl:hal-00584200
Note: View the original document on HAL open archive server: http://hal.archives-ouvertes.fr/hal-00584200
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