haku: @author Wensley, R. / yhteensä: 21
viite: 10 / 21
| Tekijä: | Wensley, R. |
| Otsikko: | Making better decisions: The challenge of marketing strategy techniques. A comment on "Effects of portfolio planning methods on decision making: experimental results" by Armstrong and Brodie |
| Lehti: | International Journal of Research in Marketing
1994 : JAN, VOL. 11:1, p. 85-90 |
| Asiasana: | MARKETING STRATEGY DECISION MAKING MARKETING |
| Kieli: | eng |
| Tiivistelmä: | How far can we derive a more balanced view of the impact of BCG analysis? The author shows that there is no significant encouragement to collective economic irrationality: indeed often the opposite. A caveat emptor approach to such popular and influential strategy tools is hardly adequate. Armstrong and Brodie clearly raise an important concern about the likely impact on actual decision-making but weaken their overall argument considerably both by the nature of their experiment and the form of their analysis. |
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