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

Stéphane Goria (1)

1 Crem - Centre de Recherche sur les Médiations

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

Mots clés: 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

Domaines: Sciences de l'information et de la communication; Gestion et management

Stéphane Goria. How to adapt a tactical board wargame for marketing strategy identification. Journal of Intelligence Studies in Business, 2013, 2 (3), pp.12-28. ⟨halshs-00772617⟩