Uncertain about Uncertainty
Abstract
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.
Keywords
Citation
Shelley, C.J. (1991), "Uncertain about Uncertainty", Journal of Services Marketing, Vol. 5 No. 4, pp. 39-47. https://doi.org/10.1108/08876049110035648
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited