Knowledgeable uncertainty: paradox or paradigm?

Roger Palmer

Changes in the business, firm and managerial environment are increasing the pressures on managers to make more and better decisions, yet such managers have less time and possibly less information available to assist them.
  

Knowledgeable Uncertainty: Paradox or Paradigm?

Roger PalmerCranfield School of Management

INTRODUCTION

Marketers of products now find themselves competing in a very different environment from that of the 1950s and 1960s. Markets are saturated; the automotive industry is often taken as a bellwether for manufacturing and in Western Europe currently one-third of manufacturing capacity is not utilised. The question therefore arises for marketers as to whether the 4Ps, or transactional marketing concepts, developed in the very different environment of the 1950s and 1960s are still relevant and appropriate. These concepts were developed in North America with particular application...

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