Computational experimentations in market and supply-chain co-design: a mixed agent approach

  • Alok R. Chaturvedi
  • Shailendra Raj Mehta
  • Daniel Dolk
  • Mukul Gupta
Original Article


The synthetic environment for analysis and simulations (SEAS) is a computational experimentation environment that mimics real life economies, with multiple interlinked markets, multiple goods and services, multiple firms and channels and multiple consumers, all built from the ground up. It is populated with human agents who make strategically complex decisions and artificial agents who make simple but detail intensive decisions. These agents can be calibrated with real data and allowed to make the same decisions in this synthetic economy as their real life counterparts. The resulting outcomes can be surprisingly accurate. This paper discusses the research in this area and goes on to detail the architecture of SEAS. It also presents a detailed case study of market and supply-chain co-design for business-to-business e-commerce in the PC industry.


Switching Cost Artificial Agent Customer Relationship Management Original Equipment Manufacturer Electronic Marketplace 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



This research was funded by National Science Foundation grants # EIA-0075506 and DMI-0122214. As required by the Memorandum of Understanding between the authors and Purdue University, it is disclosed that some or all of the intellectual property described herein may be commercialized.


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Copyright information

© Springer-Verlag 2005

Authors and Affiliations

  • Alok R. Chaturvedi
    • 1
  • Shailendra Raj Mehta
    • 1
  • Daniel Dolk
    • 1
  • Mukul Gupta
    • 1
  1. 1.Krannert Graduate School of ManagementPurdue UniversityWest LafayetteUSA

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