2. Computational Aspects of ABM

This chapter addresses computational aspects of ABM before delving into the core of how the digital creativity formulates in company and how it affects the corporate performance. As an illustrative example, I propose a prototype MCNSS (Mobile Commerce Negotiation Support System) where suppliers and buyers are interacting with each other on a mobile platform until right partners are found. MCNSS is coded in NetLogo. Negotiation in the context of commerce always requires past knowledge about which kinds of commerce transactions in certain kinds of conditions were either best for the suppliers or for the buyers. Past knowledge of the number of transactions is used as an intelligent basis for the reasonable negotiations between suppliers and buyers in specific conditions. Mobile commerce, or m-commerce, requires a certain amount of real-time updating on the status of target products and services of suppliers, prospective customers, and changes in prices, in addition to other parameters. ABM technique was applied to designing and building MCNSS to facilitate smooth coordination of the conflicting interests existing between suppliers and buyers. Therefore, the core of MCNSS lies in how to model the behaviors of both buyers and suppliers, and in the decision support mechanism of the negotiation process. I included detailed NetLogo logics that were used in designing suppliers agent (or S-agents), buyers agents (or B-agents), and negotiation mechanism for the MCNSS. Also I have shown how the MCNSS can solve real-world problems. For the sake of clear illustration, sample problem description and simulation results as well were included with relevant snapshots and statistical results.