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A major U.S. airline was facing a situation where opportunities to extend the existing strategy were limited, coupled with an increasing cost structure due to competition, commodity prices, and acquisition integration activities. The airline began to explore several options to generate new profits through ancillary products or changes to existing policies and was under intense pressure from board members, Wall Street and various analysts to do so. PwC, the world’s second largest professional services network, was employed by the Airline to model the predicted impact of the client’s ticket market share and company brand sentiment after introducing new products or policy changes.

A Major Consulting Firm Serving an International Civil Agency chose AnyLogic to evaluate solutions to developing countries potential food insecurity issues. Food security is a complex sustainable development issue, linked to health through malnutrition, but also to sustainable economic development, environment, and trade. Issues such as whether households get enough food, how it is distributed within the household and whether that food fulfills the nutrition needs of all members of the household is an ongoing problem in developing countries.

The University of Erlangen-Nuremburg Computer Networks and Communication Systems group specializes in the simulation of large-scaled complex systems such as healthcare, automotive, industry and energy. One of the latest projects concerned the possibility and location of Mobile Stroke Units (MSU’s) due to the increase of stroke victims in an aging population. A stroke is typically caused by Thrombosis and should be treated with thrombolysis. Stroke causes severe disability and produces high costs for care and rehab if not treated quickly.

Many people, who are interested in sales forecasting, are familiar with the book Predictably Irrational by Dan Ariely. The abstract of the book states: “Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.” The irrationality of human decisions is the basis of behavioral economics. Predictably Irrational, and many other books, give many examples which argue the idea of consumer rationality. Businesses are irrational too, as they are guided by human beings.