IT +39 340 3762346 | FR +33 (0)6 68482662

Case histories

CASE HISTORIES

Business games

It is widely known, at least in the field of management education, that business games (simulations in which the results obtained by each player are also influenced by the decisions made by the others) are, if well designed and structured, the most effective and powerful learning method, since they replicate, without risk and with the highest degree of motivation and involvement of the participants, the challenge of managing any type of organization in competitive settings, as well as the results of the best (and worst!) decisions to succeed in such settings.

The games we have designed and implemented with our partners over the course of more than four decades, and successfully tested both in Italy and abroad, have proven to be particularly useful in developing decision-making and system thinking capabilities, team-work and planning skills, critical thinking and strategic orientation, which are important prerequisites for improving business results in the medium to long term, but also immediately productive of positive and participatory attitudes among the recipients.
The logic of business games and the benefits of strategic marketing games are summarized in this article (in Italian for now).

MASS & CUSTOM: BUSINESS GAME OF STRATEGIC MARKETING AND BUSINESS STRATEGY

The game, on an Excel platform, has been the main thread, since 1918, of the training program for startups organized each year, from September to December, by Confindustria Chieti-Pescara, Italy, and has also been successfully tested for more than a decade in individual companies and in the master’s degree program in Strategic Management at the University of Roma Tre.

MARKET ORIENTATION: BUSINESS GAME OF STRATEGIC MARKETING AND MANAGEMENT IN B2B INDUSTRIES

It is an update of “Mass & Custom,” which emphasizes the principles and benefits of market orientation and is inspired by the “Market Orientation” project we managed on behalf of UNI and the Italian Marketing Association (see above). This version of the game, compact and entirely manageable, preferably, in one and a half days, in the classroom or remotely, will be our workhorse in the coming years.

EX4EX: BUSINESS GAME OF INTERNATIONAL MARKETING WITH ARTIFICIAL INTELLIGENCE FUNCTIONALITIES

Ex4ex, on a web-based platform, was realized in two versions: the one for classroom use was the main thread, from 2005 to 2015, of the International Marketing module of the Cor.C.E. Master’s program organized by ICE (Italian Trade Agency), while the second is still accessible for individual use, against virtual competitors simulated by the system.

GLOBAL BRANDING STRATEGY GAME

Simulation game of the effectiveness of global communication strategies, designed and developed on an Excel platform, and delivered during management education programs addressed to entrepreneurs of Chinese SMEs and organized by CUOA in 2011 on behalf of the Overseas Education College of Jiao Tong University in Shanghai.

EXPORT & DISTRICT GAME: BUSINESS GAME OF STRATEGIC MARKETING FOR GOVERNMENT AGENCIES

Game on an Excel platform aimed at improving the performance of government agencies in providing support services to exporting SMEs, created and used to support management education programs promoted by ICE in South Africa in 2009.

EXSIM: BUSINESS GAME OF INTERNATIONAL MARKETING FOR ENTREPRENEURS AND MANAGERS

This game, on an Excel platform, was the main thread, from 1999 to 2006, of the first distance Master’s Degree in International Marketing (over two years, blended) for entrepreneurs and managers of Italian SMEs, organized by the IFOA Institute in Reggio Emilia, Italy. Subsequently also used in university courses on international marketing at MIB in Trieste and at LIUC in Castellanza, Italy.

COMPUTER SHOP BUSINESS GAME

Business game on a Lotus 1.2.3 platform, designed and implemented in 1984 for Bit Shop Primavera (then of the MicroAge/Olivetti Group), one of the first franchising networks in the industry.

BANKING GAME

The first Italian business game in the banking sector, developed in 1980-81 on an Apple II platform on behalf of the then Intesa Group (Istituto Bancario San Paolo di Torino, Monte dei Paschi di Siena, Banco di Napoli, Banco di Sicilia), aimed at developing the branch management skills of the member banks, and main thread of an intensive management education program addressed to more than one hundred managers.

CASE HISTORY

Market orientation of organizations

On behalf of UNI , the Italian standardization body, and the most important Italian Association for Marketing Development (AISM), we conceived and coordinated the development, together with other experts, of the first collection of best practices on Market Orientation of Organizations, an integrated set of guidelines to concretely orient any type of organization to market and customer-centricity.

This body of best practices, in Italian, was published in October 2022, and can be downloaded for free from UNI’s website after registration. The project is briefly described in this article.

UNIQUENESS

There are hundreds of national and international standards on behavioral, deontological, ethical, and social aspects, such as those on social responsibility, sustainability, work environment, and management systems, but until now there was virtually nothing on marketing guidelines, except for a few standards on branding and market research.

EXHAUSTIVENESS AND INTEGRATION

The guidelines provided by this practice are integrated into an organic and comprehensive system that describes the different types of activities (analytical, strategic and operational) needed to put market orientation into practice, the organizational functions designed to carry them out, and the performance indicators to measure their achievement.

APPLICABILITY TO ANY TYPE OF ORGANIZATION

This practice provides guidelines on market orientation to any type of public or private organization, profit or non-profit, of any size and in any business sector it operates.

FOCUS ON BENEFITS

This benchmark practice provides not only the strategic and operational guidelines for market orientation, but also highlights their benefits in terms of innovation, improved organizational aspects and economic and financial results achievable by the organizations that implement them.

CASE HISTORY

Ready to export

We conceived and developed a unique and innovative set of web tools that, with limited assistance by consultants or officers of various public and private organizations, help Italian SMEs in their international marketing endeavors (Ready-to-export, engineered by Ecoh Media).

UNIQUENESS

Nothing comparable currently exists in the world, in terms of both friendliness and affordability.

INTERACTIVITY AND CUSTOMIZATION

Integrated algorithms produce simulated results of the users’ decisions and estimates, and personalized feedbacks.

RELIABILITY

Selected modules have been successfully tested with several hundred clients of the most important public institution that supports Italian exports.

PERMANENT UPDATES

The data about 1,200 industry sectors in the 75 most attractive foreign countries are permanently and automatically updated.

CASE HISTORY

IFOA DL Master in Marketing, Sales and International Business

We worked for seven years with IFOA and the University of Wales (the accreditation body) to design, develop, manage and deliver the first Italian Distance Learning Master Program in International Marketing and Sales, addressed to owners and managers of SMEs interested and involved in internationalization.

UNIQUENESS

This two-year blended-learning program is still unsurpassed in 2022, in terms of both curriculum and teaching methods.

INNOVATIVENESS AND CONCRETENESS

We designed and developed a series of original learning tools that many participants have been using also in their professional practice.

COHERENCE AND INTEGRATION

Contrary to what we see in many Master programs, we designed and implemented systematic approaches and tools for coherently integrating various faculty profiles and teaching methods.

EFFECTIVENESS

Most participants found this experience extremely enriching and helpful for their careers: after about 20 years, we are still in touch with some of them.