Thursday, May 22, 2008

DHL Discover Logistics and other business games

DHL has launched a logistics simulator game to attract students in logistics. The business scenario is built on managing an logistics company:

"You are Chairperson of the Board of Directors of the virtual company Logistics 2020 in the fictitious country of Cinkara. You have the responsibility for making a range of operational and strategic corporate decisions over a period of three and a half years (7 rounds, each representing a virtual 6 month period). In each round your Management Team will present you with operational and strategic matters and various options for their resolution. In each round you will also receive an economic forecast detailing various economic and industry trends which your analysts wish to draw to your attention."

The game works on web browsers equipped with Flash and javascript. There is a competition with three rounds and best players will win prizes:

"Attractive prizes with a total value of over 50,000 Euros await the winners: Management trainings, travel vouchers as well as VIP tickets to Formula 1 races or the IMG Fashion Weeks. All finalists will have the opportunity to establish contact with top managers of the global logistics leader at the group headquarters of Deutsche Post World Net and experience DHL close up as a potential employer. They are invited to attend exciting social events in Bonn and Berlin, including a reception at the German Foreign Office."

I think this is a nice way to get people interested in managing logistics operations. Launching a game part of recruitment campaing could make some previously developed games also popular, for example:

  • The Classic Beer Game by MIT (I guess all MSc. students in logistics engineering or supply chain management have played this once)
  • Supply Chain Business Game by University of Greenwich
  • ILMG – International Logistics Management Game by Prof. Grubbström of Linköping Institute of Technology (demo available for download)
  • Global Supply Chain Game by TU Delft (a bit more complicated and advanced software)
  • Magisys RealGame – a commercial logistics game developed by Dr. Timo Lainema (a spinn-off from Turku School of Economics and Business Administration). A nice article on this topic Int.J. of Business Process Management here.

And if you do not have a computer, you can always play Eli Goldratts "Dice Game" which shows how stochastic nature of demand makes production control challenging. Dr James Holt of Washington State University has compiled a nice set of Dice Game versions on this instruction sheet.

Almost forgot the link to DHL :-) - Start game here – DHL Discover Logistics

BR, Petri


allcustom said...

I completely agree with the above comment, the internet is with a doubt growing into the most important medium of communication across the globe and its due to sites like this that ideas are spreading so quickly.

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james abram said...

Creating games like this will definitely help in stimulating student's interest in logistics management.