Year: 2025
Type: conference-paper
Abstract: The aim of the current paper is to investigate the parallelism between chess and marketing strategies. Chess is a strategic game that combines both strategic thinking and tactical moves. From its strategic aspect, it demands strategic decision-making, deliberate planning, foresight, and tactical adaptations. From its tactical aspect, it requires counting variations, creating traps, and making quick maneuvers. By focusing on both the strategic and tactical dimensions of chess, this paper seeks to connect specific characteristics and processes of the game to strategic marketing. More specifically, competitive behavior, signaling, innovation, and planning are some of the chess-related traits applied to marketing, offering ideas for fruitful reflection and the potential adoption of chess-inspired concepts in the marketing context. Through specific examples from chess gameplay, the present paper illustrates how marketers can better anticipate competition, assess risks, and plan long-term strategic moves.
Institution: Athens University of Economics and Business
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414845231
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