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
Highlights
In order to be competitive or to survive, companies have to choose strategies which incorporate development
We base our work on information clarifying in relation to, first marketing warfare theories, and second, on wargame history and solutions and, in third, how to propose a visual representation of war analogy with visual tools already developed for this purpose with board wargames
As marketing warfare is a war analogy for marketing, we looked for solutions in the field of board wargames
Summary
In order to be competitive or to survive, companies have to choose strategies which incorporate development. Innovating is always risky, because one can’t know if strategic orientation of innovation will be good before the new product or service will be on market Another approach concerns quality methods which often propose some solutions to perform a company process (Weaver 1991) (Pyzdek and Keller 2003). From war and battle models for military strategies development, some researchers have tried to fit them to markets (Herman et al 2009) (Gilad 2009) This approach gives some keys about how to simulate a competitive environment and shows the first interest for competitive intelligence (Kurtz and Schuller 2008) and economic intelligence (Besson et al 2010). We created a map using home video game consoles battles, with Sony and Nintendo from 1995 to 2007
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