Uncertain about Uncertainty
Article publication date: 1 April 1991
Explores the concept of uncertainty in marketing decision making. Offers a structure of a decision dilemma with advice on how to evaluate possible scenarios arising from it. Examines the significance of probability, demonstrating the combination of probability and economic consequences into a comparison between two courses of action, risky and conservative. Argues that such an approach is preferable to hesitating due to fear of uncertainty.
Shelley, C.J. (1991), "Uncertain about Uncertainty", Journal of Services Marketing, Vol. 5 No. 4, pp. 39-47. https://doi.org/10.1108/08876049110035648
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