Abstract Book of the 13th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Year: 2025
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On the Parallelism Between Chess and Marketing Strategies
Ioanna Kalogeridou, Aikaterini Vassilikopoulou
ABSTRACT:
The aim of the current paper is to investigate the parallelism on chess and marketing strategies. Chess is a strategic game, which 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 of variants, creating traps, and making quick maneuvers. By focusing on both 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 examples from chess gameplay, the present paper illustrates how marketers can better anticipate competition, assess risks, and plan long-term strategic moves. The study bridges the gap between chess thinking and marketing, offering a novel perspective for enriching contemporary marketing strategies in today’s competitive environment, offering inspiration for marketers to redefine and adapt their thinking.
Keywords: competition, planning, strategic marketing, tactics