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While
ARCS differs in format from Lufthansa Consulting's, it also aims to
develop player understanding of competitive forces in the airline
industry at the route or city-pair level in a deregulated environment.
Said Morrell, "ARCS is integrated into the Air Transport Group's
one-year full-time MSc academic program in air transport
management."
The
Cranfield game, Morrell explained, does not require PC input,
calculation, or submission of decisions (which are done by completing
forms).
"This is a deliberate policy . . . The main problem in forcing
participants to use PCs is the resulting loss of group interaction and
discussion. Teams tend either to be dominated by one PC operator, or
break up into separate sub-groups, not all of whose calculations or
proposals are discussed by the group as a whole, or get included in the
final airline submission." The two simulation programs resemble
each other in that three or four teams compete over a number of years
in city-pair markets; realistic data and competitive industry
experience is incorporated, and teams are under considerable pressure
to make decisions to meet deadlines.
Key differences in the GAMS and Cranfield simulations include that GAMS
is longer, played intensively over 31/2 days, with no other training or
presentations separating each "year" or session
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Also:
GAMS is much more complex and requires participants to make decisions
on both passenger and cargo, as well as on non-marketing variables such
as spares inventory, finances and training. GAMS is generally played
over a greater number of "years" (typically eight versus
three for ARCS). GAMS includes a choice of 17 aircraft types or
variants, and players can enter up to four city-pair markets, versus
eight and one respectiverly for ARCS.
"Having
played both ARCS and GAMS, I would conclude that they are targeted at
somewhat different market segments. GAMS is more complex, PC-driven,
and not combined with teaching, but covers a broader spectrum of
airline activities. ARCS is simpler and more marketing-oriented, and
designed to be integrated into a course program to enhance the learning
process.
"ARCS provides a better structure for group interaction and
discussion, since there is no danger of control or exclusion by the
single PC operator. "GAMS players benefit from a greater number of
years (covered by the simulation) in which to learn, but because team
individuals might be allocated particular tasks (like cargo, training
or finance) the overall learning effect might not be appreciably
better."
From
Morrell's perspective, GAMS would have benefited from the ARCS approach
in which trainers circulate continuously during sessions.
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"They
not only answer queries, but also listen to discussions and
occasionally prompt or intervene." GAMS officials perceive the
simulation-fostered teamwork linked with efficient time, information
and crisis management along with networked thinking, as results that
can be usefully implemented in any company. Marcel Fuchs of United,
among the enthusiastic participants in the Frankfurt simulation,
concluded, "I could picture a version of GAMS tailored specifically
for the benefit of our own staff-but compressed into two days, for
example." Separately, Lufthansa Consulting says it has also
developed a new system for airline analysis that simulates the effects
of complex strategic decisions.
Author: Leonard Hill
Journal: AIR TRANSPORT WORLD
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