Skill in decision-making is a prerequisite to being an effective marketing manager. Indeed, Nobel laureate Herbert Simon viewed managing and decision-making as being one and the same. Another management theorist, Peter Drucker, has said that the burden of decision-making can be lessened and better decisions can result if a manager recognizes that decision-making is a rational and systematic process and that its organization is a definite sequence of steps, each of them in turn rational and systematic.
Just as decision-making and managing can be viewed as being identical in scope, so the decision-making process and case analysis go hand in hand. For this reason, many companies today use case studies when interviewing an applicant to assess his or her decision-making skill. They have found that the applicant’s approach to the case demonstrates strategic thinking, analytical ability and judgment, along with a variety of communication skills, including listening, questioning, and dealing with confrontation.
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