Introducing a Durable Product in a New Market

You will be responsible for introducing mobile telephony in a new market. For 12 months, you have to make decisions to maximize accumulated profits. You can decide on sales price, subscription rate, life cycle duration, advertising spending, and process improvement spending. However, there is rivalry in this market. An online simulator is used to work through two possible scenarios. This first experience is used to record the reference behaviour of key variables and to formulate the strategic challenge to be resolved.