Group process and decision performance in a simulated marketing environment

This article presents an exploratory study designed to investigate which factors in a group process relate to effective marketing decision making. The study was conducted with 20 teams playing Markstrat, a marketing-simulation game. Results indicate that decision performance is positively related to the attitudes of the group members toward their task, the level of effort they exert, and the degree to which the more effective decision makers emerge from the group process.