Chapter 6
A Flow-Based Approach
The Complexity of Strategic Marketing Decisions
As we have discussed earlier, our experience with a multitude of organizations suggests that simplified heuristics and satisficing frequently guides managers’ decision-making process. This is especially true when the decisions are complex and strategic, where the range of possibilities is large, and numerous variables and outcomes often interact with each other. We find that five characteristics define this simplified decision-making process for complex, strategic choices.
- Organizational goals are often unclear and shift over time. As customer preferences evolve and industries adapt, old goals become incapable of providing a sustainable ...
Get Decision Equity now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
