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Using Dynamic Models to Enhance the Development, Application and Performance of Electronic Sales

May 09, 2016

Dr. Michael Siegel

Sponsor:  MassMutual


The last decade has seen a huge rise in the ability of organizations to support a distributed workforce. Along with this trend, organizations are creating value from the large amounts of data collected from this distributed workforce. Mass Mutual has developed a new set of applications to which comprise its Electronic Sales Program (ESP). The goal of this research is to develop dynamic simulation model(s) to enhance the performance of ESP in the Mass Mutual agent ecosystems. Our analysis will use System Dynamics Modeling (SDM) methodology to develop and simulate quantitative models that linked software dynamics, key actors, and management systems to estimate the costs and benefits of various business approaches. The project will utilize complementary research techniques, including interviews with multiple constituencies, to develop a holistic view of the business approach and challenges. We believe the interactions and results of this research will have a direct effect on the evolution in the agent ecosystem.