Venture launch: use of simulation to support strategic operational decisions
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This paper describes how discrete-event simulation enhanced a traditional process design effort for a new media company in pre-launch mode. Because the company's business model is new, and thus its critical operational processes are new, a need existed to not only design the new processes but also to determine at a high level the "goodness" of the proposed design. This high-level approach to simulation modeling can open new doors to simulation professionals accustomed to performing detailed simulation analyses. Benefits derived from use of the high-level simulation along with considerations for using high-level models in this rapidly changing environment are discussed.
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