Information display from board wargame for marketing strategy identification

Stéphane Goria ()

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Abstract: 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.

Keywords: strategic intelligence; competitive intelligence; economic intelligence; market intelligence; business intelligence; information visualization; wargaming; marketing warfare; watch; serious game; serious gaming; creative competitive intelligence; gamification; creative intelligence; Data visualisation; tabletop game; board game; boardgame; disengamement; game ong map; Kriegspiel; intelligence économique; veille stratégique; veille concurrentielle; veille marché; veille créative; veille des innovations; veille des créations; visualisation d'information; innovation; jeu de guerre; wargame; war game; jeu sérieux; ludification; veille; visualisation de données (search for similar items in EconPapers)
Date: 2011-04-05
New Economics Papers: this item is included in nep-mkt
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Published in International Competitive Intelligence Conference 2011, Apr 2011, Bad Nauheim, Germany. pp.1-16

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