1What Is a Decision?

Yes, this sounds like a stupid question. But wait—it isn’t, really. We often think we are making decisions when what we are really doing is simply making choices. Decision making is a management tool designed to be much more than just selecting from some choices.

While there are often choices in decision making—at least one hopes there are—those choices must be analyzed in terms of outcomes and consequences. That is what makes decision making a management process in any organization. It is the focus on achieving desired outcomes that is important.

Thus, decision making is a process of analyzing alternatives to reduce uncertainty about achieving a desired outcome. Of course, along the way, we must always be concerned with ...

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