The Modeling of Enterprise Market Strategies under Uncertainty

Abstract

The aim of the article is to consider the possibilities of applying a multimethod simulation paradigm in the modeling of enterprise market strategies (using the example of IT companies). By summarizing the works of a number of specialists, there identified the specific features of the functioning of IT companies in the market for information technologies and communications, as well as the problems of the formation and actualization of their strategies. The necessity of using special analysis and forecasting tools with ensuring anticipatory modeling and multivariate research of various scenarios for implementing market strategies of IT companies is emphasized. The correspondence to the given conditions of the method of simulation modeling is substantiated. A simulation model for the formation of a market strategy for an IT company, built using a multimethod simulation paradigm on the AnyLogic system platform, is proposed. System dynamics and agent-based approaches are used as the basic ones. The work of the model is illustrated by fragments of simulation experiments conducted based on the international IT company “NetCracker Technology”. The possibilities of parametrization of the experiments are demonstrated, directions for further improvement of the simulator model are indicated.

Keywords

• enterprise
• IT company
• market strategy
• simulation modeling
• multimethod modeling
• system dynamics
• agent-based approach
• simulation experiment