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Agent-Based Strategizing

Published online by Cambridge University Press:  17 July 2019

Duncan A. Robertson
Loughborough University


Strategic management is a system of continual disequilibrium, with firms in a continual struggle for competitive advantage and relative fitness. Models that are dynamic in nature are required if we are to really understand the complex notion of sustainable competitive advantage. New tools are required to tackle challenges of how firms should compete in environments characterized by both exogeneous shocks and intense endogenous competition. Agent-based modelling of firms' strategies offers an alternative analytical approach, where individual firm or component parts of a firm are modelled, each with their own strategy. Where traditional models can assume homogeneity of actors, agent-based models simulate each firm individually. This allows experimentation of strategic moves, which is particularly important where reactions to strategic moves are non-trivial. This Element introduces agent-based models and their use within management, reviews the influential NK suite of models, and offers an agenda for the development of agent-based models in strategic management.
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Online ISBN: 9781108767835
Publisher: Cambridge University Press
Print publication: 17 October 2019
© Duncan A. Robertson 2019

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Agent-Based Strategizing
Available formats