In this single-player asynchronous game, learners take the role of top management of B & B Enterprises, a fictitious firm based on a variety of real cases. The game begins as a new product is launched. The participants are responsible for marketing, pricing, and capacity expansion decisions to maximize their cumulative profit over the next 40 quarters.
The potential market is large, but as in real life key attributes of the market — including its size and price elasticity, consumer responsiveness to word of mouth, repurchase behavior, and other customer attributes — are unknown. The players also face a simulated competitor whose pricing, marketing, and capacity expansion strategies are unknown.