description B2B Markstrat Overview
B2B Markstrat replicates complex B2B sales and marketing scenarios for business education and training. Developed from the original Markstrat simulation created at INSEAD, it allows participants to apply strategic thinking in a realistic market environment. It’s useful for students, consultants, and professionals involved in developing and executing B2B marketing strategies.
insights Why this score
B2B Markstrat ranks #7 of 254 in the Business Simulation ranking, behind Rotman Interactive Trader, ahead of People Express Management Flight Simulator.
help B2B Markstrat FAQ
What decisions do teams make in B2B Markstrat?
Teams manage products, pricing, sales-force allocation, communication, distribution, market research, and research and development. Results unfold across simulated periods while competing teams pursue the same customer segments.
Who developed Markstrat?
The original Markstrat was developed by INSEAD professors Jean-Claude Larreche and Hubert Gatignon. StratX later commercialized and expanded the simulation for university and corporate training.
Is B2B Markstrat played against real competitors?
Participants normally compete in teams within the same simulated industry, so one team's pricing or product launch can change another team's results. Some Markstrat scenarios are configured for four to six competing teams.
What are Sonites and Vodites in Markstrat?
Sonites represent an established product market, while Vodites represent a newer market that teams may enter through research and development. These invented categories prevent players from relying on prior knowledge of a real-world brand.
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