Agent-Based Modeling in Marketing: Guidelines for Rigor

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Meeting, mating, and intermediating: How incubators can overcome weak network problems in entrepreneurial ecosystems (2020, background): “First, although some parameters are based on empirical data, ABMs are impossible to completely validate (Rand and Rust, 2011).”
A Systems Perspective on Markets: Toward a Research Agenda (2017, background): “Its potential, and guidelines for its use, appear to be surfacing (e.g., Held et al 2014; Rand and Rust 2011).”
Power law distributions in entrepreneurship: : Implications for theory and research (2015, background): “, power law—results (Rand and Rust, 2011).”
Time and the Entrepreneurial Journey: The Problems and Promise of Studying Entrepreneurship as a Process (2013, background): “Recent work has also offered formal guidance for the development and assessment of such models in marketing (Rand and Rust, 2011), management (Davis, Eisenhardt, and Bingham, 2007), as well as social science in general (Gilbert, 2008; Gilbert and Troitzsch, 2005).”
Everything you need to know about agent-based modelling and simulation (2016, background): “Marketing Rand and Rust (2011) Tourism Nicholls et al (2016) Environmental planning and policy Zellner (2008)”