Marketing Management Simulation Games

Abstract

The results of two recent studies that, respectively, put forth and seemingly replicate a PIMS-based criterion for simulation game validity portend a dramatic shift in the design of competitive marketing management games. The two studies suggest that competitors’ strategies may largely be ignored in the formulation of a company’s marketing strategy. However, as conceived and as applied in the two studies, the criterion is itself invalid. This paper challenges the conceptualization of the proposed validation criterion, the design of the studies based on it, and the implication for marketing strategy formulation.