6.managers as decision makers

8/11/2019 6.Managers as Decision Makers

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 61

Managers

asDecision Makers

Chapter

6

ManagementStephen P. Robbins Mary Coulter

tenth edition


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Learning OutcomesFollow this Learning Outline as you read and

study this chapter.

6.1 The Decision-Making Process.

Define decision.

Describe the eight steps in the decision-making process.

6.2 Managers Making Decisions.

Discuss the assumptions of rational decision making.

Describe the concepts of bounded rationality, satisficing, andescalation of commitment.

Explain intuitive decision making.


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Learning Outcomes

6.3 Types Of Decisions and Decision-Making

Conditions.

Explain the two types of problems and decisions.

Contrast the three decision making conditions.

Explain maximax, maximin, and minimax decision choiceapproaches.

6.4 Decision-Making Styles

Describe two decision-making styles.

Discuss the twelve decision-making biases.

Explain the managerial decision-making model.


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Learning Outcomes

6.5 Effective Decision Making In Todays World.

Explain how managers can make effective decisionsin todays world.

List the six characteristics of an effective decisionmaking process.

List the five habits of highly reliable organizations.


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Decision Making

Decision

Making a choice from two or more alternatives.

The Decision-Making Process

Identifying a problem and decision criteria andallocating weights to the criteria.

Developing, analyzing, and selecting an alternativethat can resolve the problem.

Implementing the selected alternative.Evaluating the decisions effectiveness.


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6

Exhibit 61The Decision-MakingProcess


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Step 1: Identifying the Problem

ProblemA discrepancy between an existing and desired state

of affairs.

Characteristics of ProblemsA problem becomes a problem when a manager

becomes aware of it.

There is pressure to solve the problem.

The manager must have the authority, information, orresources needed to solve the problem.


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Step 2: Identifying Decision Criteria

Decision criteria are factors that are important

(relevant) to resolving the problem such as:Costs that will be incurred (investments required)

Risks likely to be encountered (chance of failure)

Outcomes that are desired (growth of the firm)

Step 3: Allocating Weights to the Criteria Decision criteria are not of equal importance:

Assigning a weight to each item places the items inthe correct priority order of their importance in thedecision-making process.


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Exhibit 62 Criteria and Weights for Computer ReplacementDecision

Criterion Weight

Memory and Storage 10

Battery life 8Carrying Weight 6

Warranty 4

Display Quality 3


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Step 4: Developing Alternatives

Identifying viable alternatives

Alternatives are listed (without evaluation) that canresolve the problem.

Step 5: Analyzing Alternatives

Appraising each alternatives strengths and

weaknesses

An alternatives appraisal is based on its ability to

resolve the issues identified in steps 2 and 3.


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Exhibit 63 Assessed Values of LaptopComputers Using Decision Criteria


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Step 6: Selecting an Alternative

Choosing the best alternative

The alternative with the highest total weight ischosen.

Step 7: Implementing theAlternative

Putting the chosen alternative into action.

Conveying the decision to and gaining commitment

from those who will carry out the decision.


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Exhibit 64 Evaluation of Laptop AlternativesAgainst Weighted Criteria


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Step 8: Evaluating the Decisions

Effectiveness

The soundness of the decision is judged by itsoutcomes.

How effectively was the problem resolved by

outcomes resulting from the chosen alternatives?

If the problem was not resolved, what went wrong?


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Exhibit 65 Decisions in the ManagementFunctions


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Making Decisions

Rationality

Managers make consistent, value-maximizing choiceswith specified constraints.

Assumptions are that decision makers:

Are perfectly rational, fully objective, and logical. Have carefully defined the problem and identified all viable

alternatives.

Have a clear and specific goal

Will select the alternative that maximizes outcomes in theorganizations interests rather than in their personal interests.


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Making Decisions (contd) Bounded Rationality

Managers make decisions rationally, but are limited(bounded) by their ability to process information.

Assumptions are that decision makers:

Will not seek out or have knowledge of all alternatives Will sat isf ice choose the first alternative encountered that

satisfactorily solves the problemrather than maximize theoutcome of their decision by considering all alternatives andchoosing the best.

Influence on decision making Escalation of commitment: an increased commitment to a

previous decision despite evidence that it may have beenwrong.


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The Role of Intuition

Intuitive decision making

Making decisions on the basis of experience, feelings,and accumulated judgment.


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Exhibit 66 What Is Intuition?

Source: Based on L. A. Burke and M. K. Miller, Taking the Mystery Out of Intuitive

Decision Making,Academy of Management Executive, October 1999, pp. 9199.


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Types of Problems and Decisions

Structured Problems

Involve goals that are clear.

Are familiar (have occurred before).

Are easily and completely definedinformation aboutthe problem is available and complete.

Programmed Decision

A repetitive decision that can be handled by a routine

approach.


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Types of Programmed Decisions

Procedure

A series of interrelated steps that a manager can useto respond (applying a policy) to a structured problem.

Rule

An explicit statement that limits what a manager oremployee can or cannot do.

Policy

A general guideline for making a decision about astructured problem.


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Policy, Procedure, and RuleExamples

Policy

Accept all customer-returned merchandise.

ProcedureFollow all steps for completing merchandise return

documentation.

RulesManagers must approve all refunds over $50.00.

No credit purchases are refunded for cash.


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Problems and Decisions (contd)

Unstructured Problems

Problems that are new or unusual and for whichinformation is ambiguous or incomplete.

Problems that will require custom-made solutions.

Nonprogrammed Decisions

Decisions that are unique and nonrecurring.

Decisions that generate unique responses.


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Exhibit 67 Programmed Versus Nonprogrammed Decisions


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Decision-Making Conditions

Certainty

A situation in which a manager can make an accuratedecision because the outcome of every alternativechoice is known.

Risk

A situation in which the manager is able to estimatethe likelihood (probability) of outcomes that resultfrom the choice of particular alternatives.


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Exhibit 68 Expected Value for Revenuesfrom the Addition of One Ski Lift

ExpectedExpected Probability = Value of Each

Event Revenues Alternative

Heavy snowfall $850,000 0.3 = $255,000Normal snowfall 725,000 0.5 = 362,500

Light snowfall 350,000 0.2 = 70,000$687,500


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Decision Making Conditions

Uncertainty

Limited information prevents estimation of outcomeprobabilities for alternatives associated with theproblem and may force managers to rely on intuition,hunches, and gut feelings.

Maximax:the optimistic managers choice to maximize themaximum payoff

Maximin:the pessimistic managers choice to maximize theminimum payoff

Minimax:the managers choice to minimize maximum regret.


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Exhibit 69 Payoff Matrix


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Exhibit 610 Regret Matrix


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Decision-Making Styles

Linear thinking style

A persons preference for using external data and

facts and processing this information through rational,logical thinking

Nonlinear thinking style

A persons preference for internal sources of

information and processing this information withinternal insights, feelings, and hunches


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Exhibit 611 Common Decision-Making Errors and Biases


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Decision-Making Biases and Errors

Heuristics

Using rules of thumb to simplify decision making.

Overconfidence Bias

Holding unrealistically positive views of oneself andones performance.

Immediate Gratification Bias

Choosing alternatives that offer immediate rewardsand that to avoid immediate costs.


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Anchoring EffectFixating on initial information and ignoring

subsequent information.

Selective Perception Bias

Selecting organizing and interpreting events based onthe decision makers biased perceptions.

Confirmation Bias

Seeking out information that reaffirms past choicesand discounting contradictory information.


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Decision-Making Biases and Errors(contd)

Framing BiasSelecting and highlighting certain aspects of a

situation while ignoring other aspects.

Availability BiasLosing decision making objectivity by focusing on themost recent events.

Representation Bias

Drawing analogies and seeing identical situationswhen none exist.

Randomness BiasCreating unfounded meaning out of random events.


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Sunk Costs Errors

Forgetting that current actions cannot influence pastevents and relate only to future consequences.

Self-Serving BiasTaking quick credit for successes and blaming

outside factors for failures.

Hindsight Bias

Mistakenly believing that an event could have beenpredicted once the actual outcome is known (after-the-fact).


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Exhibit 612 Overview of Managerial Decision Making


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Decision Making for Todays World

Guidelines for making effective decisions:

Understand cultural differences.

Know when its time to call it quits.

Use an effective decision making process.

Habits of highly reliable organizations (HROs)Are not tricked by their success.

Defer to the experts on the front line.

Let unexpected circumstances provide the solution.

Embrace complexity.

Anticipate, but also anticipate their limits.


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Characteristics of an EffectiveDecision-Making Process It focuses on what is important.

It is logical and consistent.

It acknowledges both subjective and objective thinking

and blends analytical with intuitive thinking. It requires only as much information and analysis as is

necessary to resolve a particular dilemma.

It encourages and guides the gathering of relevant

information and informed opinion.

It is straightforward, reliable, easy to use, and flexible.


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Terms to Know decision

Decision-making process problem

decision criteria

rational decision making

bounded rationality

satisficing

escalation of commitment

intuitive decision making

structured problems

programmed decision procedure

rule

policy

unstructured problems nonprogrammed decisions

certainty

risk

uncertainty

directive style

analytic style

conceptual style

behavioral style

heuristics business performance

management (BPM) software


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any means, electronic, mechanical, photocopying, recording, orotherwise, without the prior written permission of the publisher.

Printed in the United States of America.

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