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SYSTEM DYNAMICS BASED SIMULATION AND GAMING: A CASE OF
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SYSTEM DYNAMICS BASED SIMULATION AND
GAMING: A CASE OF TRANSPARENT COMPETING
COMPANIES [1]
Domínguez Machuca, José An onio; Ruiz del Cas illo, José Ca los and González
Zamo a, Ma ía del Ma
G.I.D.E.A.O. (G upo de In es igación en Di ección de Emp esas Asis ida po O denado )
Dp o. Economía Financie a y Di ección de Ope aciones
Facul ad de Ciencias Económicas y Emp esa iales
Uni e si y o Se illa
A da. Ramón y Cajal, 1. Se illa 41018. Spain
Telephone: 34 954 55 76 27; Fax: 34 954 55 75 70
e-mails: [email protected]; [email protected]; [email protected]
SITMECOM 1.0 PC is a mul i unc ional simula o ha ep esen s h ee companies compe ing
in eal ime in he same ma ke . Each i m can be simula ed on a di e en compu e , which is
linked o he o he s in one o he ollowing ways: ia a di ec cable connec ion, ia a local
a ea ne wo k, o ia he In e ne . We ha e also allowed o he possibili y o ha ing one
compu e play he ole o he compe i o s, making i possible o use ou simula o on a single
compu e wi hou he need o be connec ed o any o he s. In he design p ocess, we endea o
o ul ill h ee basic objec i es:
To p omo e he sys em dynamics app oach, since we conside i he mos app op ia e o
use in o de o analyze and s udy complex sys ems, such as companies. To ul ill his goal, one
o he main ea u es o his simula o is T anspa ency, ha is, he possibili y o ela ing he
sys em´s s uc u e o i s beha io [2].
To p o ide a ac i e sel -lea ning ins umen s which acili a e sel -lea ning in Business
Managemen wi h a sys ems app oach.
To p o ide an use - iendly in e ace which does no equi e p e ious knowledge o
compu e science. In o de o achie e his, we exploi he po en iali y o new echnologies in
in o ma ion and communica ions sys ems.
In ou opinion, SITMECOM 1.0 PC o e s clea ad an ages o e adi ional business
games and b ing an imp o emen o eaching and lea ning me hods in Business
Adminis a ion and Managemen . I has al eady been used in a cou se on Business simula ion
wi h a sys em dynamics app oach a he Uni e si y o Se illa du ing wo academic yea s
(1997-1998 and 1998-1999) and, in ou opinion, he ob ained esul s we e e y sa is ac o y.
Howe e , in a nex u u e we wan o unde ake a con olled expe imen which would allow us
o es ou hypo hesis abou he ad an ages o e ed by ou simula o .
In oduc ion
The e a e nume ous examples which show he di icul y o deal wi h complexi y o economic
and business phenomena a he p esen ime. I seems clea ha he use o a sys ems dynamics
app oach would allow he s udy and ea men o o ganiza ional complexi y in a mo e ealis ic
way. The need o a sys ems app oach is ad oca ed in many disciplines in o de o ac in
consonance wi h he long- e m bes in e es s o he sys em as a whole.
The lack o adequa e eaching ools, as one o he easons o ou oubles in managing
complexi y, comes om he me hods and ools used a p esen in i ually all business-
managemen aining cen es: he adi ional sys em o aining, he case me hod and
adi ional business games. These me hods and ools a e insu icien o cope wi h he
complexi y cha ac e izing business sys ems.
To Main P oceedings Documen
I becomes e iden ha i is essen ial o co ec he de iciencies men ioned abo e and o
p o ide manage s and s uden s wi h me hods and ools which allow hem o unde s and he
way a company wo ks in he mos app opia e way, as well as o manage i , o cope wi h he
business and economic p oblems al eady men ioned. In his sense, we ag ee wi h Fo es e
(1989) ha managemen educa ion will make eal p og ess bo h in e ec i eness and scope
only when he use o sys em dynamics (SD) becomes widesp ead. This will enable us o go
beyond he case me hod and, in ou opinion, beyond adi ional business games.
I is impo an o s ess ha , besides he cha ac e is ics men ioned in he p e ious sec ion,
sys em dynamics allows us:

o ake in o accoun nonlinea i ies, which play a c i ical ole on mos eal-li e dynamic
beha io ;

o include he quali a i e in o ma ion con ained in manage s’ men al models [3],
which is p iceless o business decision-making; and,

o use compu e simula ion, which can bo h e eal he beha io o complex sys ems
and help o link ha beha io o unde lying s uc u es.
Thus, he po en ial o sys em dynamics models is eno mous. Howe e , a pe son who has
no p e ious knowledge o he ield may ake a long ime be o e being able o use SD as an
educa ional ool. The g ea de elopmen in so wa e has made he p ocess o building a model
much easie . This migh lead o he iew ha i is easy o build a good SD model in a sho
ime; in eali y such a hough is illuso y. The mos c i ical aspec o building a model o a
social sys em is o ind ou he eedback s uc u e which domina es human decision-making
wi hin he sys em. The possibili y o ela ing he sys em’s s uc u e o i s beha io is one o
he main ea u es o sys em dynamics because i helps o unde s and he easons behind his
beha io and should a ou decision making and an unde s anding o he phenomena
obse ed. This is no a mino ask no in easy each o jus anyone, in spi e o he use -
iendly so wa e exis ing oday. So, he sys em dynamics modelling p ocess emains he bes
way o unde s anding how o manage a sys em unde s udy. Howe e , he use o such models
by people who did no pa icipa e in model c ea ion has some limi a ions o unde s anding
and lea ning, especially i hese people a e no amilia wi h he SD modelling p ocess. O he
au ho s (Wa en and Langley, 1999) ag ee wi h his opinion and say ha ime cons ain s in
gene al managemen educa ion a ely pe mi o mal model-building.
Fo his eason, he bi h o SD-based business simula o s and SD-based in e ac i e
lea ning en i onmen s (ILEs) undoub ly ep esen a signi ican ad ance in he ield o
Business Managemen T aining because hei iendly design allows o he use o he Sys em
Dynamics app oach o a wide ange o people.
Howe e , a ce ain use o ILEs can b ing he isk o losing anspa ency [see: Machuca,
1991; Machuca, 1992 and Machuca el al., 1998], ha is he possibili y o ela ing he sys em’s
s uc u e o i s beha io , which is one o he main ea u es o sys em dynamics models.
Consequen ly, an awa eness o his s uc u e helps o unde s and he easons behind his
beha io , and, in p inciple, should imp o e decision making and an unde s anding o he
phenomena obse ed, p o iding a g ea e knowledge o he sys em unde s udy. I ILEs don’
allow use s o look o he causes behind he e ec s o hei decisions, use s will ope a e by
ial and e o as in adi ional black-box games, o en making decisions based on symp oms
and losing one o he mos powe ul ea u es o he sys em dynamics app oach: he possibili y
o p o iding anspa ency in he sense de ined abo e - ha is , linking obse ed beha io wi h
unde lying causal mechanisms.
Since he c ea ion o ou esea ch g oup in 1989 (GIDEAO, Resea ch G oup on
Compu e -assis ed Business), one o he main opics on which we ha e ocused ou wo k is
he c ea ion o business simula o s ha , based on a new design philosophy, b ing an
imp o emen o eaching and lea ning me hods in Business Adminis a ion and Managemen
(see Machuca, 2000; and Machuca e al., 1998). In his design p ocess, we endea o o ul ill
h ee basic objec i es:

To p omo e he sys em dynamics app oach, since we conside i he mos app opia e o
use in o de o analyze and s udy complex sys ems, such as companies, which a e
imme sed in a apidly and con inuously changing en i onmen (see Machuca, 2000).
Fo his eason ou simula o s will include T anspa ency and a e called T anspa en -
box Business Simula o s (TBBS).

To c ea e genuine aining ools and especially simula o s; we wan o p o ide sel -
lea ning ins umen s, and minimize he use 's dependence on he acili a o in a
adi ional se ing in o de o lea n (see Ruiz and Machuca, 1997).

To p o ide an use - iendly in e ace which does no equi e p e ious knowledge o
compu e s simula ions. In o de o achie e his, we exploi he po en iali y o new
echnologies in in o ma ion and communica ions sys ems (especially, mul imedia
echnologies and he In e ne ). Achie ing his goal enables p og ess on he i s wo.
Based on da a collec ed by GIDEAO, we a e con inced ha his kind o ILE should
acili a e causal e lec ion and a ou he sys emic lea ning p ocess o business sys ems. Ou
expe ience so a has con i med ou hypo hesis. Many doub s exis abou he e ec i eness o
business simula o s o business lea ning, as can be seen, o example, in a e y well known
e iew o he business gaming li e a u e (Keys and Wol e, 1990), which has al eady been
quo ed by o he sys em dynamicis s [4]. Howe e , we wan o s ess ha :

hese games we e black-box games and, as we s essed in he p e ious sec ion, his
kind o game has se ious pi alls when i comes o coping wi h o ganiza ional
complexi y; and,

he e a e some doub s abou he secu i y o he con ol o e he expe imen s
commen ed on in he men ioned e iew. So we can no be su e ha hose expe imen s
a e ee o ac o s o he han hose whose e ec s had o be assessed.
A con olled, empi ical, h ee-yea expe imen , unde aken by ou Resea ch G oup a he
Uni e si y o Se illa, in ol ing 234 subjec s, showed:

on he one hand, he supe io i y o anspa en -box business simula o s o e black-box
business simula o s in ega d o he lea ning p ocess. This is especially clea when
dealing wi h knowledge ela ed o an unde s anding o he s uc u e and ope a ion o
he sys em unde s udy; and,

on he o he hand, he imp o emen ha bo h kinds o simula o s p oduced in lea ning
when compa ed o he adi ional sys em o business eaching
This expe imen and i s esul s ha e been shown on a plena y session o he 1998 Sys em
Dynamics Con e ence (Machuca e al., 1998).
B ie desc ip ion o SITMECOM
SITMECOM 1.0 PC is he las anspa en -box business simula o ha we ha e de eloped a
GIDEAO. I ep esen s h ee [5] companies compe ing in eal ime [6] in he same ma ke ;
each i m is simula ed on a di e en compu e , which is linked o he o he s in one o he
ollowing ways: ia a di ec cable connec ion, ia a local a ea ne wo k, o ia he In e ne . We
ha e also allowed o he possibili y o ha ing one compu e play he ole o he compe i o s,
making i possible o use SITMECOM 1.0 PC on a single compu e wi hou he need o be
connec ed o any o he s. This means ha one pe son and one compu e a e he minimum
equi emen s o un he simula o , al hough ope a ing in a dis ibu ed mul i-playe en i omen
p o ides ad an ages such as mo i a ion and ealism.
Each company in his simula ed en i omen is dedica ed o he manu ac u ing and selling
o only one p oduc in a ma ke which i sha es wi h he o he wo. I is pe ec ly possible o
c ea e dis inc s uc u es o each o he h ee compe ing i ms acco ding o he desi ed
aining objec i es. Howe e , in he e sion o SITMECOM desc ibed he e, he s uc u e is
he same o all h ee businesses. This allow us o compa e he managemen skills o he h ee
compe ing eams. Al hough he e is no eason why each company canno be managed by a
single playe , ou expe ience ells us, and he li e a u e sugges s (Salomon 1988, 1992 and
1993), ha i is be e o c ea e eams in o de o ake ad an age o he syne gy c ea ed by
g oup wo k, which imp o es he lea ning p ocess.
The maximum leng h o he simula ion ime ho izon is i e yea s o o y eigh weeks
each, allowing o aca ions. Weeks a e he ime uni o simula ion.
Du ing he game, he playe s sell hei companies' p oduc s in o de o sa is y hei clien s'
o de s. The o al amoun o hese o de s is called he ma ke demand, o which he h ee
companies compe e. The ma ke sha e ha each company ob ains will depend on he
a ac ion o he p oduc s o po en ial clien s. The e a e a ious ac o s ha he manage ( he
simula o use ) can a ail himsel /he sel o in o de o y o inc ease p oduc a ac i eness
and, consequen ly, ma ke sha e. They a e he ollowing: sale p ice, ad e ising spending,
p oduc quali y, collec ion pe iod o clien s and se ice le el o he company.
To unde s and he e ec s p oduced by hese ac o s, we canno loose sigh o he ac ha
hese e ec s also depend on he ac ions o compe ing companies a any momen . We also
ha e o ake in o accoun ha , as i occu s in he eal wo ld, he sensi i i y o ma ke sha e o
he changes in he di e en ac o s depends on in which phase o i s li e-cycle he p oduc is
(Lambin and Pee e s, 1981). Wi h his in mind, he playe s should analyze which is he bes
way o ac in each o hese phases. Wi h espec o p oduc ion ac i i ies, he playe s need o
manage se e al aspec s ela ed o machine y, ma e ials, and wo k o ce (capaci y managemen ,
ma e ial planning, pu chasing, hi ing/ i ing, e c). To ca y ou hese ac i i ies, he use s o he
simula o also need o deal wi h he inancial managemen o hei companies. In acco dance
wi h his, hey ha e o plan in es men s and how o inance hem, bo h in he sho and he
long e m. Playe s also need o decide on cash managemen .
So, in gene al, playe s ha e o make decisions in he main business a eas, which gi es
SITMECOM 1.0 PC a mul i unc ional cha ac e [7] and makes i di e en om o he
business simula o s ha concen a e he decision p ocess on a single a ea o he company
(no mally, ma ke ing) and ha include he o he a eas only ma ginally.
In he ollowing sec ions we will a emp o clea ly show how his simula o ope a es as
well as demons a e i s po en ial o aining. We will also show how he objec i es men ioned
in he In oduc ion a e ul illed.
Wo king wi h SITMECOM 1.0 PC
In he p e ious sec ion, we b ie ly commen ed on he basic aspec s o SITMECOM 1.0
PC. We now desc ibe i s unc ioning.
Ini ial condi ions o he simula ion
The game acili a o usually begins by se ing up he ini ial condi ions o he simula ion. The
acili a o es ablishes he ini ial alues o some decisions by each o he h ee companies, and
desc ibes he en i onmen al cha ac e is ics o he game. These condi ions, a ec ing he h ee
simula ed companies, can only be modi ied by he acili a o . The sc een ha appea s in
Figu e 1 shows he mos ele an ones.

Figu e 1: Condi ions o he simula ion.
As shown in Figu e 1, SITMECOM 1.0 PC o e s i e ypes o ma ke demand: one o a
s able cha ac e , ano he o cons an g ow h, a hi d co esponding o he classic li e cycle o a
p oduc , and las ly, wo ypes o seasonal demand.
Ano he basic elemen o be conside ed is he inancial en i onmen in which he
simula ion akes place. This is es ablished by de ining he in e es a es and commissions o
he di e en ypes o c edi , as well as he maximum le el o deb ha he companies will be
pe mi ed, which is dependen on he equi y o he company.
The hi d elemen in ol es he ini ial cos s uc u e. Excep o he cos o he wo k o ce,
which can be modi ied by he use s du ing he simula ion, he es o he cos s will be
con olled by he acili a o a all imes.
The las se o condi ions ha de e mines he en i onmen has a he e ogeneous cha ac e .
Las ly, he acili a o will es ablish o he op ions ha will al e he le el o di icul y
acing he playe s du ing he simula ion. The choice will depend on he use s' knowledge in
Business Adminis a ion and Managemen . Fo example, o use s a a lowe le el, he
acili a o selec s a s able andomless demand, a cos s uc u e ha makes losses less p obable,
collec ion and paymen pe iods ha do no end up in se e e inancial p oblems, and
au oma ion o decisions on sala ies and pu chasing o aw ma e ials. As use ’s expe ience
inc eases, i is ad isable o inc ease he le el o di icul y, op ing o demand pa e ns and
condi ions ha make he managemen o he simula ed companies mo e demanding.
We see ha lexibili y can be ob ained by means o he ini ial simula ion condi ions,
including he possible au oma ion o ce ain decisions. In his way, he acili a o can adap
he simula o o he educa ional needs o he cu en a ge audience (See, o example:
Collins, 1991; Collins e al., 1989; Spi o and Jehng, 1990; Spi o e al., 1992).
Decisions du ing simula ion
Once he acili a o has es ablished he ini ial condi ions o he simula ion, he playe s ake on
he ole o he boa d o di ec o s o each compe ing i m, making decisions in he ollowing
business a eas: p oduc ion, inance, pe sonnel and ma ke ing. As p e iously s a ed, he
simula ion could be ca ied ou ei he by jus one playe o by a eam, depending on he use ’s
knowledge and/o he objec i es o he aining p og am.
G aphs and ables
The alues ha a e assigned o each a iable o in e es h oughou he simula ion can be
shown in g aphs and ables. SITMECOM 1.0 PC can display a o al o 15 g aphs (and hei
accompanying ables as well). Each o hem ocuses on di e en ac o s o ele ance o
business managemen . Thus, one can obse e he beha io s o p oduc ion (i.e., p oduc ion,
s ocks o capaci y), inance (i.e: wo king capi al, ope a ing ma gin and cash), pe sonnel (i.e.,
hi ing, i ing o capaci y) and ma ke ing (i.e., ma ke sha e o po en ial sales).
Inco po a ion o anspa ency
In adi ional business simula o s, which a e o he black-box ype, he ypical beha io o a
playe is e lec ed in he make-decisions and obse e esul s loop. In mos cases a ial and
e o me hod is adop ed, whe e he decision p ocess is based on he obse ed symp oms
(obse ed esul s) o he beha io o he business sys em, ins ead o being based on a
undamen al ecogni ion o he unde lying causes. We a gue, howe e , ha he lea ning
p ocess will imp o e i he playe s in es iga e he causes which accoun o obse ed beha io
(i.e, when hey unde ake an au hen ic causal analysis and hus s eng hening hei abili y o
ela e he obse ed beha io o he s uc u e o he simula ed sys em).
To achie e hese condi ions, SITMECOM 1.0 PC inco po a es a undamen al ool o
sys emic e lec ion: a causal-loop diag am. Beside each a iable he e is a g aph showing i s
e olu ion, which allows o a connec ion be ween he s uc u e o he business sys em and i s
obse ed beha io . This beha io is accompanied by he use ’s ee access o he main
equa ions o he simula ion model. These wo cha ac e is ics we e al eady included in a
simula o ha we p e iously de eloped o he Macin osh en i onmen (see Ruiz and
Machuca; 1997). This ea u e makes SITMECOM 1.0 PC a anspa en -box business
simula o [See no e 2].
The epo s o SITMECOM 1.0 PC
As i occu s in he eal wo ld, he epo s on he simula ed businesses a emp o help wi h
hei managemen . Mos o hese epo s supply in o ma ion abou di e en aspec s o he
i m ha each use manages a ew o hem allow he use o ob ain in o ma ion abou he
ma ke and abou compe i o s. Some o hem allow “wha i ...” analyses, p o iding he use s
wi h some o ecas ing o u u e beha io . We ha e inco po a ed a o al o 21 epo s ela ed o
he main business a eas:

P oduc ion (quali y, capaci y, wo k o ce capaci y, shipmen s, equipmen , p oduc ion,
p oduc i i y)

Finance (balance shee , banking, p o i , long- e m inancing, sel - inancing, p o i and
loss accoun , a ios, summa y, su plus dis ibu ion, cash)

Pe sonnel (o e ime, wo k o ce)

Ma ke ing (ma ke ing esea ch, compe i ion)
Final ema ks
SITMECOM 1.0 PC ul ils he i s o he objec i es commen ed on a he in oduc ion o his
pape : o acili a e he use o he sys em dynamics app oach o unde s and sol e p oblems
de i ed om business complexi y. This is achie ed hanks o he ea u es o
mul i unc ionali y and anspa ency and because o he compe i i e na u e o he simula o .
The use - iendly design o he simula o minimizes he need o compu e expe ience.
The simula o comes wi h a hype ex help ( ypical in a Windows en i onmen ), in which
hype media cha ac e is ics ha e been inco po a ed; he s uc u e o he help is based on he
desc ip ion o each a iable in he simula o , ex ual as well as ma hema ical ( he
co esponding equa ion). Thus, in he desc ip ion o each a iable, he e appea s hype ex
links ha poin s o desc ip ions o he ela ed a iables, as well as hype media links ha allow
access o he g aphs, ables o epo s which can help imp o e he unde s anding o he
a iable cu en ly analyzed. These ea u es help us accomplish he o he desi ed objec i es:
easy use and e o less sel -lea ning.
A mo e comple e desc ip ion o SITMECOM 1.0 PC, as well as o he ideas commen ed
on in he In oduc ion, can be ound on Machuca, 2000 and González e al., 2000.
No es:
[1] De eloped wi hin he amewo k o he Leona do P ojec E/96/2/1468/PI/II.1.1.A/CONT
and CICYT p ojec TAP98-1546-CE.
[2] See: Machuca (1992 and 2000) o Machuca e al. (1998).
[3] A ecen de ini ion o men al model has been p oposed by Doyle and Fo d (1998, p.17): “a
men al model o a dynamic sys em is a ela i ely endu ing and accessible, bu limi ed,
in e nal concep ual ep esen a ion o an ex e nal sys em whose s uc u e main ains he
pe cei ed s uc u e o ha sys em.
[4] See, o example: Wa en and Langley, 1999 and Lane, 1995.
[5] This igu e can be aised o en wi hou much e o .
[6] When simula ing eal ime, i becomes necessa y o sinc onize he decisions o he
di e en eams which a e playing he game, since he simula ed ime is he same o all o
hem.
[7] This cha ac e is ic al eady exis ed in he simula o SITME 1.0 MAC, wi h was p e iously
de eloped by ou esea ch g oup (Ruiz, J.C and Machuca, J.A.D., 1997).
Re e ences:
Collins, A. (1991). Cogni i e app en iceship and ins uc ional echnology. In L Idol & B.F.
Jones (Eds.). Educa ional alues and cogni i e ins uc ion: implica ions o e o m.
Hillsdale, NJ: E lbaum.
Collins, A.; B own, J.S: and Newman, S.E. (1989). Cogni i e app en iceship: eaching
s uden s he c a o eading, w i ing and ma hema ics. In L.B. Resnick (Ed.). Knowing,
Lea ning and Ins uc ion: Essays in Hono o Robe Glase, 453-494. Hillsdale, NJ:
E lbaum.
Doyle, K.J. and Fo d D.N. (1998). Men al models concep s o sys em dynamics esea ch,
Sys em Dynamics Re iew, 14, 1.
Fo es e , J.W. (1989). The beginning o Sys em Dynamics, In e na ional Mee ing o he
Sys em Dynamics Socie y, S u ga .
González, M.M.; Machuca, J.A.D. and Ruiz, J.C. (2000). SITMECOM 1.0 PC: A anspa en -
box mul i unc ional simula o o compe ing companies. Simula ion and Gaming: An
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