An Analysis of Student Attitudes, Performance, and Strategies in a Simulation Competition Based on a Controlled Product-Market-Entry Game Structure

Playing a simulation game under a controlled product-market entry game structure versus the traditional full-game entry approach creates a more positive and intense learning environment, which requires greater decision-making skills on the part of the game participants. As well, this approach allows the simulation administrator to introduce some basic marketing strategy principles and gives the participants time to learn the complex environment in which they are operating