Kayande, Kayande, U.; de Bruyn, de Bruyn, A.; Lilien, … - Erasmus Research Institute of Management (ERIM), … - 2006
Marketing managers often provide much poorer evaluations of model-based marketing decision support systems (MDSSs) than are warranted by the objective performance of those systems. We show that a reason for this discrepant evaluation may be that MDSSs are often not designed to help users...