A supportive application of management science to marketing strategy formulation

Traditional applications of management science aiming at solving specific decision-making problems are claimed to be often of an aggressive nature. They represent an intrusion into the life space of the managers who are supposed to use them and in many cases are consequently rejected. In the light of the evolution of marketing and corporate modelling over the last twenty years, the authors propose a new supportive approach for management science applications which is user-oriented rather than task-oriented. The characteristics of the aggressive and supportive approaches are contrasted, and an example of a supportive management science application for marketing strategy formulation is described.