Abstract for: Beijing 2008 Olympics ad dynamics

The Beijing 2008 Olympics glamour presents a unique profit opportunity from advertising for entertainment and media firms worldwide. Poised to benefit from this prospect, the European Union Television Network (EUTV Net) formed a system dynamics (SD) modeling team to carve its ad traffic system during and around the Beijing 2008 Olympics. EUTV Net’s objective is to maximize monetary gains by making its ads play on time, error free and with minimal duplication effort. A seven-sector SD model shows ad traffic system structure and computed scenarios identify the dysfunctional effects of the lack of information systems (IS) integration at EUTV Net. The SD modeling process can help organizations respond to their IS integration problems in order to significantly and sustainably improve their business performance.