The dissemination and implementation of the findings from research into the strategic management of building firms is constrained by the lack of familiarity of most executives with key concepts of management, organization, economics and strategy. AROUSAL is a unique business simulation system which provides a supportive learning environment for executives to develop an operational understanding of strategic management and generate the confidence to apply that understanding. Thus, AROUSAL provides a powerful approach w the dissemination of complex research findings and to influencing decision-making in organizations. The approach draws on a wide range of training and organizational development methodologies. The key ingredient is a highly flexible computer modelling system which recreates the world of the manager and allows him to manage his business into the medium-term future. The paper discusses the issues faced in developing the approach.