How Consistent Are Winning Strategies? The Role of Competitor Analysis and Budgets on Performance in a Simulation

摘要

This article looks at the role of competitor analysis in the development of marketing strategies in a business simulation. It is, part, a replication of an earlier study by Green and Faria that indi- cated that good strategic decisions are, on the whole, successful even when actions of competi- tors are ignored completely. The current study, based on the MARKSTRAT2 simulation, con- firmed the results of Green and Faria in that the strategies continued to be successful in an environment with different competitors.