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Digital Library of the
European Council for Modelling and Simulation |
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Title: |
Social
Simulation Within Consumer Goods Industry: The Way Forward |
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Authors: |
Abhijit Sengupta |
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Published in:
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(2012).ECMS
2012 Proceedings edited by: K. G. Troitzsch, M. Moehring, U. Lotzmann. European
Council for Modeling and Simulation. doi:10.7148/2012 ISBN:
978-0-9564944-4-3 26th
European Conference on Modelling and Simulation, Shaping reality through simulation Koblenz,
Germany, May 29 – June 1 2012 |
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Citation
format: |
Sengupta, A. (2012). Social Simulation
Within Consumer Goods Industry: The Way Forward. ECMS 2012 Proceedings edited
by: K. G. Troitzsch, M. Moehring,
U. Lotzmann (pp. 731-737).
European Council for Modeling and Simulation. doi:10.7148/2012-0731-0737 |
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DOI: |
http://dx.doi.org/10.7148/2012-0731-0737 |
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Abstract: |
Simulation
based research, especially for social systems have grown in size and matured
in the last two decades. But in spite of high potential impact, adoption and ap- plicability within
businesses is relatively low, especially so in the consumer goods industry.
This paper indi- cates
some key focus areas in research which, if pursued consistently, are most
likely to have the highest impact. These areas are: providing complementary
predictive ca- pability to standard market mix
models, modelling dis- ruptive changes in the market, increased partnership with
the automated personalized algorithms research commu-
nity and focussing on
toolkits which can be directly used by businesses for training and research
purposes. It goes on to point out strategies which
can be adopted by the research community which will increase the chances of
effectively focussing research onto the areas
mentioned above. |
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