On the contributions and the validation of an agent-based simulation model of innovation diffusion

Purpose This paper provides an overview of agent-based modeling and simulation (ABMS) and evaluates the questions that have been raised regarding the “assumptions and mechanisms used” by a well-cited paper that has used this methodology. Design/methodology/approach This work provides a review of agent-based simulation modeling and its capabilities to advance and test theory. The commentary then evaluates and addresses the raised questions and reservations. Findings Agent-based modeling offers unique capabilities that can be used to explore complex phenomena in business and marketing. Some of the raised reservations may be considered as directions for future research. However, the criticisms are for most part unsupported by existing research and do not undermine the contributions of the paper that is being discussed. Practical implications Given its relative novelty, reservations regarding agent-based simulation modeling are quite natural. Discussions like this one would bring together different points of view and lead to a better understanding of how using ABMS can benefit academia and industry. Originality/value This commentary is part of an intellectual dialogue that seeks to provide different points of view about agent-based simulation modeling using a specific paper as an example.