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The DiG simulation


A learning simulation for value creation through customer focus and innovation


DiG simulation: The purpose of the DiG (Discovery Innovation and Growth) simulation is to create the appropriate competencies, attitudes and behavior to power customer-based growth in a business. It can be used over a period of 2 to 5 hours in graduate or executive programs in marketing, strategy, innovation or leadership. Web-based, it can be used easily with any PC or tablet without local installation.

Areas: Innovation, Marketing, Growth, Value Creation 

Authors: Jean-Claude Larréché, the Alfred H. Heineken Chaired Professor of Marketing 

Minimum time required:  2 to 5 hours

Language:  English, French, Spanish, Others.

Distribution Contact: [email protected] or [email protected]


The DiG simulation has been designed for courses in marketing, innovation, strategy, or leadership. It can be used easily in graduate or executive programs and takes only from 2 to 5 hours. Web-based, it is accessible through any browser on a PC or tablet, and does not require any local installation.

In the DiG simulation, teams of 2 to 4 participants manage a fictitious innovative firm from 2021 to 2025, in a fictitious context, far from their usual business environment. They start with an innovative product, the Magic Pen, that can write without ink. Their mission is to expand the value of the product for customers and for the firm. Placed away from their comfort zone, the firm's leaders have to discover customer insights, test them, innovate with new offers, improve the customer experience, and implement market deployment activities. Their objective is to maximize value creation over a period of 5 years.

Pedagogical Objectives

The ultimate pedagogical purpose of the DiG simulation is to develop leadership skills for customer centricity, innovation, sustained growth and team performance. More specifically, it can be used in the following situations with more specific objectives:

  • Marketing or strategy course: to illustrate the whole process from customer insights to innovation, marketing deployment, and value creation
  • Innovation course: to emphasize the importance of customer insights in an open-innovation environment and the link with value creation
  • Leadership course: to identify the requirement for ambidextrous skills of innovation and execution in the value creation process, as well as effective team performance
  • Special events such as management meetings: team building around the key themes of customer focus and innovation

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