A calculated risk

Date of publication: September 1, 1999

Abstract:

This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and highlight examples and principles of general usage. Secondly how these principles can be applied to inform strategic decisions in markets with a well-defined competitive environment is shown. General points are embedded in a case study. Thirdly the authors demonstrate how these frameworks can then be integrated with economic data to provide a platform for strategic decision taking. The paper concludes by outlining the ingredients of a new and innovative model for informing business decisions through marketing research.

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