The use of strategy support models

Computer‐based modelling is something with which many retailers are now familiar, especially simulation modelling, financial modelling, and decision support modelling. The writer argues that these models are largely tools to help solve important, clearly‐defined, operational business problems. But, he says, there is a vast range of broad, complex, “fuzzy” problems which are less operational than strategic. These are the problems which can be tackled by the use of strategy support modelling.