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Decision Equity by Piyush Kumar

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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.

  1. Organizational goals are often unclear and shift over time. As customer preferences evolve and industries adapt, old goals become incapable of providing a sustainable path forward, and create an imperative for organizations to ...

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