Volume 3, Number 3, May 2003
Brick or Clicks? An Online
is an online learning tool that features a java-enabled negotiation
simulation. The simulation was developed by the Kellogg Case
Simulation Team, Knowledge Dynamics, and the Powersim Corporation
for the Kellogg Graduate School of Management's 2002 Digital
The simulation uses market models and "intelligent agents"
to provide participants with varied feedback based on their
game choices. Users are placed into the role of a toy manufacturer
CEO providing a simulated "real world" experience
in business negotations. The premise of the simulation is
to confront the challenges of launching an online sales channel
while managing and maintaining the companies current traditional
Situations such as determining budget allocations, negotiating
deals, and taking risks all serve the purpose of giving the
user a "hands-on" experience that traditional case
studies frequently lack.
The case is freely available online at http://www.bricksorclicks.com
The simulation was built for systems with a web browser that
supports Java JDK 1.1.5 and which are running either Windows95,
98, NT, or 2000 The developers note that the Applet may run
on other systems, but they have not been tested.