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Conceptual Maps and Models
LEARNING OBJECTIVES
• Use visualizations of a situation to sketch out the logic for a model.
• Translate the visualization into a spreadsheet model.
• Develop good procedures for building and documenting spread-
sheet models.
• Appreciate the prevalence of errors in spreadsheets and learn how
to prevent them.
1.1 Introductory Case: Mobile Phone Service
Cellular telephone service (often called “mobile phone service” or “Handys”)
has been a spectacular success. After its invention at Bell Labs, AT&T com-
missioned McKinsey & Company in 1980 to forecast cell phone penetration
in the United States. Their forecast ...