Improving the Entrepreneur’s Market Research Strategies Learning Process Using the MaREMAS Environment

  • Alejandro Valencia
  • Oscar Salazar
  • Demetrio Ovalle
Part of the Communications in Computer and Information Science book series (CCIS, volume 365)


The development of e-learning systems serving as instructors in the marketing research field for new entrepreneurs is an alternative that allows a better use of resources, a broader knowledge of the market, and a creative activity support in the discovery of new potential niche markets. Thus, the purpose of this paper is to improve the entrepreneur’s learning process of market research strategies by using the MAS learning environment so-called MaREMAS. The methodologies MAS-CommonKADS and GAIA are integrated with AUML diagrams for system designing. The paper further describes the tasks, architecture and communication model of MaREMAS. In addition, main steps that support entrepreneur’s market research learning process are detailed. To validate these aspects a case study in the motorcycle industry is shown. The paper finally concludes with a comparison performed between the learning processes achieved through MaREMAS environment and the traditional learning approach.


Agent-based learning environments market research strategies entrepreneurship intelligent learning systems learning helpers modeling 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Alejandro Valencia
    • 1
  • Oscar Salazar
    • 1
  • Demetrio Ovalle
    • 1
  1. 1.Sede Medellín - Facultad de MinasUniversidad Nacional de ColombiaColombia

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