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2015 | OriginalPaper | Chapter

7. Agent-Based Simulation Study

Author : Stephanie Hintze

Published in: Value Chain Marketing

Publisher: Springer International Publishing

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Abstract

In the agent-based simulation study, the basic concept is to model the acceptance and implementation of supplier innovations by first describing simple rules of behavior for the different types of agents and then aggregating these rules. In particular, the case study results are used to set the agents’ rules of behavior. The general aim is to study a multiplicity of VCM settings while looking at the reactions they provoke in population. The simulation study helps to empirically test the validity of case study patterns and to identify additional patterns in the use of VCM. It permits to refine, test, and verify theories that have been previously developed by multiple case studies. The special aim is to analyze the interaction effects between the newness of innovation, the VCM strategy, and the knowledge overlap on the performance of a supplier’s marketing attempt. Based on the simulation results, the newness of innovation has the strongest impact on marketing performance, followed by the VCM strategy. The knowledge overlap is deemed least important but also shows a significant impact on the effectiveness of a supplier’s marketing attempt. The analysis of the interaction effects indicates that cooperative VCM is the more sensitive or less robust strategy, i.e. the newness of innovation and the knowledge overlap need to be considered more carefully. In other words, the performance of cooperative VCM is highly influenced by the newness of innovation and the knowledge overlap.

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Footnotes
1
Parts of this section are published (see Hintze and Lüthje 2014).
 
2
The VCM model presented here is uploaded to the OpenABM site (http://​www.​openabm.​org/​).
 
3
According to Grimm et al. (2010, p. 7), an entity is “a distinct or separate object or actor that behaves as a unit and may interact with other entities or be affected by external environmental factors. Its current state is characterized by its state variables or attributes”.
 
4
Grimm et al. (2010, p. 7) define a state variable as “a variable that distinguishes an entity from other entities of the same type or category, or traces how the entity changes over time”. Further, state variables should be “low level or elementary in the sense that they cannot be calculated from other state variables”.
 
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Metadata
Title
Agent-Based Simulation Study
Author
Stephanie Hintze
Copyright Year
2015
Book
Value Chain Marketing

Print ISBN: 978-3-319-11375-3

Electronic ISBN: 978-3-319-11376-0

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11376-0_7