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International Competitive Intelligence Conference 2011, Bad Nauheim : Germany (2011)

Information display from board wargame for marketing strategy identification

Stéphane Goria 1

(05/04/2011)

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.

1 :	SITE (LORIA)
	INRIA – CNRS : UMR7503 – Université Henri Poincaré - Nancy I – Université Nancy II – Institut National Polytechnique de Lorraine (INPL)

Domaine

:

Sciences de l'Homme et Société/Sciences de l'information et de la communication Sciences de l'Homme et Société/Gestion et management

Mots Clés : 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 // creative intelligence – strategic intelligence – competitive intelligence – economic intelligence – market intelligence – business intelligence – information visualization – wargaming – marketing warfare – watch – serious game – serious gaming – creative competitive intelligence

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Contributeur : Stéphane Goria <>

Soumis le : Jeudi 30 Juin 2011, 17:43:40

Dernière modification le : Mercredi 10 Octobre 2012, 12:10:03