Illustrating Business Marketing Concepts Through the Value Chain Game

Abstract

The Value Chain Game is an activity that helps students to develop a holistic understanding of the processes and challenges in managing the value chain so that customer needs are met. Competing value chains work to produce and sell two products. Seasonal demand, quality defects, transportation delays, and audits offer complexities that represent challenges faced in the selection, production, and distribution of products to customers throughout the value chain. The Value Chain Game integrates the 4 P’s (product, price, place, promotion) from the perspective of a chain of organizations instead of a single company. During the activity, students utilize collaboration, pricing, and negotiation skills.