Keloharju, Raimo, "On the Rules of the Game in System Dynamics", 1983
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The strengths of the SD approach are as follows: explicit use of causal relations, the admission of qualitative information into the model and the potential for methodological ‘merges’. The drawback of the methodology is that it is difficult for the uninitiated and considerable effort is required in the modeling of SD. The purpose of strategic planning is to find a new product/market combination which accurately reflects the company’s strengths and weaknesses. In our case the SD community is the “company’; the methodology of SD is the product and different types of models correspond to market areas.