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    System dynamics research of bad and good decision processes and outcomes

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Date
    2016
    Type
    Book Chapter
    
    Metadata
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    Citation
    Woodside, A. 2016. System dynamics research of bad and good decision processes and outcomes. In Making Tough Decisions Well and Badly: Framing, Deciding, Implementing, Assessing, 53-67. United Kingdom.
    Source Title
    Making Tough Decisions Well and Badly: Framing, Deciding, Implementing, Assessing
    DOI
    10.1108/S1069-096420160000024004
    ISBN
    1069-0964
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/63300
    Collection
    • Curtin Research Publications
    Abstract

    Copyright © 2016 by Emerald Group Publishing Limited.Business realities include delays, unintended downstream consequences, exponential versus linear relationships, 'hidden demons,' and virtuous and viscous feedback cycles. Executives often respond to these realities by applying nearsighted short-term solutions that contribute to long-run business failure. We provide core propositions and a framework for causal mapping and testing 'micro-worlds' of real-life marketing-buying realities. A microworld is a set of explicit assumptions about how things get done, that is, how each variable in a marketing-buying system relates to other variables in the system. The framework suggests applying eight steps linking systems-thinking cause mapping, policy mapping, and systems dynamics modeling. The chapter reviews case research studies that apply the eight steps. Modeling system dynamics of business relationships aims to run simulations of the resulting microworld model of a specific reality; the main aim goes beyond description and explanation to offer prescriptions that reduce the occurrence of viscous cycles and encourage decisions leading to virtuous cycles. Hopefully, this chapter serves to awareness and use of system dynamics tools among case study researchers and executives in business and industrial marketing.

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