Alex McLean is preparing for the annual retreat of the company's management group in the unusual industry of urban beekeeping. A little more than sixty percent of revenue comes from selling to and providing support of active beehives for individuals, businesses, and other groups in urban communities. Another twenty percent of revenue comes from the sale of honey in retail markets, and Alex would like to improve those processes to generate additional profit from that source.

1. what is the potential that game theory applications may be important to developing future operations of the company by assessing profitability under alternative strategies that the market players can adopt? Use specific examples
2. A consultant has recommended that the company create an online presence to provide sales and services to its clients of active beehive installations. What processes would you recommend managers use in evaluating the proposal from an economic perspective?