Abstract:

The authors of this paper consider that they encountered the challenge during the Seventies and that it is appropriate for them to recount their experience for the benefit of those of their fellows who have not been confronted with it as yet. Apart from this desire to share experience - and perhaps even more motivating still, they hope that the paper will arouse a feed-back of information and reaction. The ambitions of the paper are threefold: - To draw attention to the increasing relevancy of simulation models in a market environment that is undergoing radical change and to the usefulness of such models both for market researchers and for decision-makers generally; - To illustrate, by a case study, the manner in which these models can be constructed; - To demonstrate the fact that these models can make an effective contribution in actual practice.