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BricksOrClicks Channel Conflict Simulation

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.


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Sue Schmidt
Sue Schmidt (Faculty)
14 years ago
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.