How to adapt a tactical board wargame for marketing strategy identification Stéphane Goria To cite this version: 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 HAL Id: halshs-00772617 https://halshs.archives-ouvertes.fr/halshs-00772617 Submitted on 31 Dec 2019 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. How to adapt of a tactical board wargame for marketing strategy identification Stéphane GORIA CREM – University of Lorraine – France
[email protected] 1 Introduction In order to be competitive or simply to survive, companies have to choose de- velopment strategies. Innovation is a common solution for many of them (Trot 2008, 77-78) (Lundvall 2010, 328). But innovating is always risked, because one can’t know if strategic orientation of innovation will be good before the new product or service will be on market. Another approach concerns quality meth- ods which propose often some solutions to perform company process (Weaver 1991) (Pyzdek and Keller 2003). But, those take a long time for implementation and need an important organizational involvement.