This goal of this paper is to establish a research agenda that will lead to a stream of research that closes the gap between actual and normative strategic managerial decision making. We start by distinguishing strategic managerial decision making (choices) from other choices. Next, we propose a conceptual model of how managers make strategic decisions that is consistent with the observed gap between actual and normative decision making. This framework suggests a series of interesting issues, both descriptive and prescriptive in nature, about the strategic decision-making process that define our proposed research agenda.
Boulding, William, Marian Moore, Richard Staelin, Kim Corfman, Peter Dickson, Michael Fitzsimmons, Sunil Gupta, Donald Lehmann, Deborah Mitchell, Joel Urbany, and Barton Weitz. "Understanding Managers' Strategic Decision-Making Process." Marketing Letters 5, no. 4 (October 1994): 413-26.
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