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| Author: | Ross, W. Moore, M. Staelin, R. |
| Title: | Recurrent marketing decisions: decision complexity, decision focus, and firm performance |
| Journal: | Marketing Letters
2000 : NOV, VOL. 11:4, p. 283-298 |
| Index terms: | MARKETING STRATEGY DECISION MAKING SIMULATION |
| Language: | eng |
| Abstract: | In this paper the authors examine the nature of the decision-making process for recurrent marketing decisions and its effects on firm performance. A conceptual model of recurrent decision-making in a competitive environment is developed and used as a framework for analyzing 96 tactical decisions made by 35 management groups in the last three periods of a management simulation. The decisions were based entirely on a set of decision rules developed by the management groups. |
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