Kayande, Ujwal; De Bruyn, Arnaud; Lilien, Gary L.; … - 2006
How Feedback Can Improve Managerial Evaluations of
Model-based Marketing Decision Support Systems
Ujwal … RESEARCH INSTITUTE OF MANAGEMENT
REPORT SERIES
RESEARCH IN MANAGEMENT
ABSTRACT AND KEYWORDS
Abstract
Marketing … managers often provide much poorer evaluations of model-based marketing decision
support systems (MDSSs) than are warranted by …