How to adapt a tactical board wargame for marketing strategy identification

Stéphan Goria


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


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

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