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The Learning Conference 2003

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Presentation Details


Learning Skills for ebusiness Enablement: A Role for Simulation

Dr Bruce Perrott.

Emerging electronic business channels present a significant challenge to managers who need to obtain new knowledge and skills as they take their business from the traditional 'place' environment to the new 'space'. This challenge exists not only for individual managers but also for the organisation as a whole as new forms of customer and business value need to be created and delivered.

This paper outlines the trial use of a learning tool in the form of a strategic marketing simulation as one effective method to assist managers and organisations to make a successful transition into the networked global economy. The simulation structure is outlined and an overview presented of its initial use and research related to "learning organisation" concepts of systems thinking, mental models, team learning, shared vision and personal mastery.


Dr Bruce Perrott  (Australia)
Research Director, MSAT Group
School of Marketing, Faculty of Business

Dr Perrott is interested in the area of strategic management. He is concerned with how business and marketing strategies are formulated, formalised and managed through to the implementation phase.

  • Simulation
  • Learning organisation
  • Electronic business education
  • EB marketing strategy
  • Vocational training
  • EB Marketing Capability

(30 min Conference Paper, English)