Strategic studies in Markstrat

The objective of this article is to analyze opportunities for research using simulations such as Markstrat. More specifically, the characteristics of the simulation that are essential for assessing its appropriateness as a research environment are described first. The key elements of the models underlying the structure of the simulation are then described, as they provide the information necessary to understand the marketing dynamics of the simulation. Finally, various types of research approaches using Markstrat are discussed.