Style complementarity as a design criterion for decision aids

Managerial style and decision aids are linked through a set of design criteria: style enhancement, style complementarity and ‘filling the gap’. Based on a phenomenology of the aid construct in marketing management the paper shows that marketing managers can and do define style complementarity as their most pertinent criterion. In operational terms this means that data gathering/display and measurement have a higher importance than mathematical programming as an aid in decision making.