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Computer based simulations for business Knowledge

Introduction Computer based simulations are an innovative and interactive way of applying and exercising business knowledge The Country Manager simulation specifically addresses international business and marketing issues and aims at creating an engaging and realistic experience where the participants have to make decisions on each aspect of the international expansion The simulation is played from the viewpoint of the management team of Allstar Brands an U S consumer goods manufacturer that is determined to expand into the Latin American market Throughout the time span of nine simulated years the short term and the long term impact of the group decisions is illustrated by the change in the Brand Equity Index BEI which serves as an indicator of the overall performance

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