The effectiveness of business games in management -: Experiences from ESIC business marketing game

The aim of this paper is to analyze the role of business simulation methodology in strategic management area. In an Information Technology growing development context, business gaming software constitutes an interesting tool, which potential is not completely exploited yet. Based on our own experience as business players in ESIC's Business Marketing Game, the paper tries two get two main objectives. Firstly, we seek to develop a complete theoretical framework; secondly, the paper assesses main applications these tools may have: 1) their use as learning tools for professors and 2) their role as a decision support system. After that, we present some key issues of these devices. Finally, we present conclusions and future research streams.