Defining Characteristics of Decision Equity
The aforementioned case of the credit card issuer illustrates some of the defining characteristics of decision equity. While the concept has the familiar computational underpinnings in the present value of future cash flows resulting from a decision, it has numerous distinguishing features that make it a powerful aid for making strategic marketing choices.
Perhaps the most critical difference between decision equity and other marketing measurement systems is that it is paradigm free. It is not bound either to any strategic prescription or to the sequence of consequences that follow from a strategic action. It is also not tied to the advancement of any specific metric in order to achieve ...