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BricksOrClicks Channel Conflict Simulation


BricksOrClicks Channel Conflict Simulation

Logo for BricksOrClicks Channel Conflict Simulation
Be the CEO of a fictional toy manufacturer and manage conflicts between traditional and web distribution channels. Used in graduate courses at Wharton, Kellogg, UC Irvine, and around the world.
Material Type: Simulation
Technical Format: Java Applet
Date Added to MERLOT: March 21, 2001
Date Modified in MERLOT: February 14, 2012
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Submitter: Mike Smialek



Primary Audience: College General Ed, Graduate School, Professional
Mobile Compatibility: Not specified at this time
Technical Requirements: 4+ Browser with Java-JavaScript communication enabled and Flash 5 Player or higher. (No Mac browsers support Java-JavaScript communication, so IE 4 + on Windows with a JVM and Flash is required)
Language: English
Cost Involved: no
Source Code Available: no
Accessiblity Information Available: no
Creative Commons: unsure


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Discussion for BricksOrClicks Channel Conflict Simulation

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Avatar for Sue Schmidt
6 years ago

Sue Schmidt (Faculty)

After providing info on the need to launch an online store, you choose first when to launch an online store and before and after that decision how you will allocate budgets within the divisions for advertising, promotion and merchandising. It was interesting to see how decisions on when to launch and budget allocation by division impacted the stock price, the net profit and the net profit per channel. Thought the simulation was engaging. You were provided feedback from the CFO as you moved through the simulation. I would have liked, however, some explanation as to how my decisions impacted results rather than just my score.