Boom and Bust Enterprises Product Launch Simulation
Players take the role of top management of B & B Enterprises, a fictitious firm based on a variety of real cases. The game begins as a new product is launched. Players are responsible for marketing, pricing, and capacity expansion decisions to maximize their cumulative profit over the next 40 quarters.
The potential market is large, but as in real life key attributes of the market, including its size and price elasticity, consumer responsiveness to word of mouth, repurchase behavior, and other customer attributes, are unknown. The player also faces a simulated competitor whose pricing, marketing, and capacity expansion strategies are likewise unknown. The game illustrates fundamental principles of corporate strategy including the learning curve, time delays in capacity expansion, competitive dynamics, and market saturation.