The Industry Evolution Management Flight Simulator (MFS), developed by the System Dynamics group at the MIT Sloan School of Management, is currently used in the MBA Strategic Management curriculum as a complement to more traditional teaching methods (Hsueh, Dogan, & Sterman 2006). The industry evolution MFS portrays a generic firm and industry structure that is then adapted to represent various industries and strategic environments. Hsueh et al. 2006 provides an overview of the generic structure employed and describes two such applications: the salt industry, where players compete and make decisions only on price, to illustrate classic competitive dynamics in concentrated industries, and the video game console industry, where additional feedbacks through network externalities and complementary assets are central to success.
Here, we describe two new applications that were used in the spring 2007 MBA elective “Technology Strategy” at the MIT Sloan School of Management. Both simulators introduce students to new strategic environments and decision making challenges that extend the lessons of the salt and video game simulators. The first extension portrays the premium golf club industry, based on the experience of Callaway Golf during the 1990s. Callaway experienced tremendous growth following the introduction of its innovative “Big Bertha” driver, only to succumb to the typical “boom and bust” pattern as the market saturated. The Callaway simulator challenges students to explore growth and market saturation in the presence of learning curves and strong brand equity effects. Second, we present a MFS of the photovoltaic solar panel industry, based on the case of the SunPower Corporation, a relatively small technology leader in this growing market. Players must decide how aggressively to price and how much to invest in R&D and process technology so as to capture benefits from learning and process improvement, while also recognizing the importance of knowledge spillovers. In addition, the simulator allows students to experience the potential for profit and growth in an industry that is important to issues of energy and global sustainability.