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March/April 2004
“LET’S JUST GO WITH IT”: THE PERILS OF DECISION NEGLECT
by
J. Frank Yates
Why apparently good decisions prove to be bad ones is often blamed on internal and external factors - unexpected economic hiccups or flawed market research, for example. Only rarely are bad decisions seen as the result of bad decision making, the process that governs the way managers make decisions. But as this author explains, examining and improving how decisions are made can often make the difference between a good and a bad decision.
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About the Author
J. Frank Yates
J. Frank Yates is a professor of marketing, business administration, and psychology at the University of Michigan Business School, where he is also the coordinator of the Decision Consortium, a university-wide center for decision scholarship. His latest book is Decision Management: How to Assure Better Decisions in Your Company (Jossey-Bass, 2003, San Francisco).
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