Explores the concept of uncertainty in marketing decision making.Offers a structure of a decision dilemma with advice on how to evaluatepossible scenarios arising from it. Examines the significance ofprobability, demonstrating the combination of probability and economicconsequences into a comparison between two courses of action, risky andconservative. Argues that such an approach is preferable to hesitatingdue to fear of uncertainty.
Journal of Services Marketing – Emerald Publishing
Published: Apr 1, 1991
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