How to adapt a tactical board wargame for marketing strategy identification
Comment adapter un jeu de guerre sur plateau (wargame) pour identifier une stratégie marketing
Résumé
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 wargames 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 wargaming. 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.
Mots clés
wargame
board game
serious game
information visualization
marketing warfare
boardgame
tabletop game
serious gaming
serious play
gamification
disengamement
game on map
business game
business wargame
Kriegspiel
veille stratégique
veille concurrentielle
intelligence économique
jeu de plateau
jeu de stratégie
marketing de combat
marketing guerrier
business intelligence
competitive intelligence
creative competitive intelligence
innovation
veille créative
jeu sérieux
ludification
jeu d'entreprise
jeu sur carte
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Goria_JISB_2012_How to adapt a tactical wargame_personal_V.pdf ( 398.82 Ko
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