Models and Managers: The Concept of a Decision Calculus

摘要: (This article originally appeared in Management Science, April 1970, Volume 16, Number 8, pp. B-466-B-485, published by The Institute of Sciences.) A manager tries to put together the various resources under his control into an activity that achieves objectives. A model operation can assist him but probably will not unless it meets certain requirements. is be used a should simple, robust, easy control, adaptive, as complete possible, and communicate with. By simple meant understand; hard get absurd answers from; user knows what input data would required produce desired output answers; adaptive means adjusted new information acquired; completeness implies important phenomena included even if they require judgmental estimates their effect; and, finally, with quickly easily change inputs obtain understand outputs. Such consists set numerical procedures for processing judgments managerial decision making so called calculus. An example from marketing described. It on-line use product managers on advertising budgeting questions. currently trial several managers.