Heerde, Harald J. van; Leeflang, Peter S. H.; Wittink, … - In: Schmalenbach Business Review (sbr) 54 (2002) 3, pp. 198-220
We provide a rationale for evolutionary model building. The basic idea is that to enhance user acceptance it is important that one begins with a relatively simple model. Simplicity is desired so that managers understand models. As a manager uses the model and builds up experience with this...