Content: Intro
Title Page
Copyright Page
Contents
Preface
Invitation to explore
What will you learn?
What are the components of the book?
What is the structure of the book?
Who is the book for and how to use it?
Before you start
References
Acknowledgments
About the companion website
Chapter 1 Introducing a Durable Product in a New Market
1.1 Introduction
1.2 Your briefing for the business challenge in Plutonia
1.3 Managing NewTel's new business in the simplest scenario: business as usual
1.4 A competitive scenario: compete for customers. 1.5 Outcomes of both scenarios in terms of key performance indicators1.6 Chapter summary
1.7 Questions and challenges
References
Chapter 2 Capturing Customer Dynamics Driven by Diffusion
2.1 Introduction
2.2 Diffusion: a regular dynamic in social systems
2.2.1 'Going viral'
2.2.2 A Story about selling mobile phones
2.2.3 Diffusion is based on a network of variables and causal relationships
2.2.4 Causal diagrams reveal the causal structure
2.3 Structure and dynamics of new product diffusion
2.3.1 Your first simulation model
2.3.2 Feedback loops. 2.3.3 Reinforcing feedback and exponential growth2.3.4 Balancing feedback and goal-seeking behaviour
2.3.5 When the two feedback loops are interconnected
2.4 Chapter summary
2.5 Questions and challenges
References
Chapter 3 Effects of a Limited Product Life Cycle Duration
3.1 Introduction
3.2 The concept of life cycle duration and its effects on customer dynamics
3.3 Tracking Accumulated purchases and Accumulated customer-months
3.3.1 Structure
3.3.2 Behaviour
3.4 Chapter summary
3.5 Questions and challenges
Chapter 4 The Effect of Advertising Spending
4.1 Introduction. 4.2 Turning the attention of Potential customers to a product4.3 The effect of fixed advertising spending
4.3.1 Structure
4.3.2 Behaviour
4.4 The effect of constant advertising spending with a limited life cycle duration
4.4.1 Structure
4.4.2 Behaviour
4.5 The effect of advertising for one month
4.5.1 Structure
4.5.2 Behaviour
4.6 How many Current customers are won by winning one new customer?
4.6.1 Structure
4.6.2 Behaviour
4.7 Chapter summary
4.8 Questions and challenges
References
Chapter 5 Financial Resources
5.1 Introduction
5.2 The structure of revenues. 5.2.1 The direct influence of prices on revenues5.2.2 The indirect influence of price and life cycle duration on Potential customers' purchasing decisions
5.2.3 How the effective monthly price affects new customers and total revenues
5.3 The structure of costs
5.3.1 The components of total costs
5.3.2 Reducing Service costs by improving processes
5.4 Behaviour: customer dynamics and the accumulation of profits
5.5 Chapter summary
5.6 Questions and challenges
References
Chapter 6 Analysing the Market Situation With the Simulation
6.1 Introduction.