The Impact of Advertising in Emergent Economic Context: A System Dynamics Simulation Approach

  • Cuauhtémoc Sánchez RamírezEmail author
  • Guillermo Cortés Robles
  • Giner Alor Hernández
Part of the Studies in Computational Intelligence book series (SCI, volume 484)


The continual changes in the current market have increased complexity in business strategies. Under such dynamic conditions, enterprises need new tools, methods and methodologies to deal with uncertainty, ambiguity and a huge number of interactions. This phenomenon presents important differences in emergent economies but also similarities: the success of a product in the market will depend on product design, an efficient supply chain and also upon the right advertising campaigns in order to improve profit. In parallel, enterprises in emerging economies are involved in a global business where it is necessary to consider the challenging conditions for better decision-making. System dynamics simulation is a tool that can helps enterprises to analyze and observe the effect of business strategies over global performance. Marketing and advertising considered as a business strategy is not an exception to this statement. Thus, in this article is described a methodology and a study case where system dynamics simulation helps a motorcycle distributor enterprise to assess the impact of their advertising strategies in the market share, in order to chose the most suitable strategy through a sensitivity analysis.


Advertising System Dynamics Emergent Economy Marketing Simulation 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Cuauhtémoc Sánchez Ramírez
    • 1
    Email author
  • Guillermo Cortés Robles
    • 1
  • Giner Alor Hernández
    • 1
  1. 1.Postgraduate DepartmentInstituto Tecnológico de OrizabaOrizaba VeracruzMéxico

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