Formation of innovative decisions in management, marketing and advertisement
Abstract
Modern practice of innovative decisions formation in management, marketing and advertisement is analysed. It is shown that a considerable part of the decisions proposed in scientific literature appears to be incomplete for lack of some significant elements ensuring sufficient decision specification. The insufficient level of these decisions specification is proved to prevent them from effective realization in economic practice. Four typical ways of partial decision specification in managerial practice are revealed and illustrated. Development and introduction in management practice of scientific approaches to forming the administrative decisions relying on results of thorough analysis, systematization, classification and effectiveness estimation of the previously implemented decisions are shown to be an important direction of improvement of the decision making procedure. An approach to managerial decisions shaping on the basis of decision structure standardization is proposed. Such structural elements of the managerial decision are proved to be worth of specification: decision subject, his purpose, decision object, tools and essence of the proposed actions. It is shown that frame presentation of decisions enables organizing them in an informational data bank providing search of decisions after every constituent of the decision structural model or constituent combination. Application of thus structured decisions in the format of informational data bank with further development on its base an intellectual system supporting managerial decision-making in various activity areas, e.g. in marketing, management and advertisement, as an instrument of management enhancement and gain in management efficiency is proposed.
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