SOFT MODELLING AND SIMULATION IN STRATEGY

A certain resistance on the part of the responsible controllers for the strategy exists, in using techniques and tools of modeling and simulation. Many find them excessively complicated, already others see them as rigid and mathematical for excessively for the use of strategies in uncertain and turbulent environments. However, some interpretative boarding that take care of, in part exist, the necessities of these borrowers of decision. The objective of this work is to demonstrate of a clear and simple form, some of the most powerful boarding, methodologies and interpretative tools (soft) of modeling and simulation in the business-oriented area of strategy. We will define initially, what they are on models, simulation and some aspects to the modeling and simulation in the strategy area. Later we will see some boarding of modeling soft, that they see the modeling process much more of that simply a mechanical process, therefore, as seen for Simon, the human beings rationally are limited and its decisions are influenced by a series of questions of subjective character, related to the way where it is inserted. Keywords: strategy, modeling and simulation, soft systems methodology, cognitive map, systems dynamics