To make the proper decision it must be made throughout the design, development, and production or implementation of every product and service. This unfortunate circumstance occurs for three main reasons. First, many people spend too little time and effort on the task of specifying objectives. They feel they already know what they want and need. Without further reflection, they immediately pick an alternative that seems to "solve" their problem and they move on. Only later, when things turn out less well than anticipated, do they realize that they didn't really understand their objectives after all. By then, of course, it's too late. The adult reader must be able to grasp the concept that understand that making smart decisions is what keeps the company growing Keeney (1999). Keeney, R. L. (1999). Foundations for Making Smart Decisions. (cover story). IIE Solutions, 31(5), 24.
KOWNATZKI, M., WALTER, J., FLOYD, S. W., & LECHNER, C. (2013). CORPORATE CONTROL AND THE SPEED OF STRATEGIC BUSINESS UNIT DECISION MAKING. Academy Of Management Journal, 56(5), 1295-1324. doi:10.5465/amj.2011.0804
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