The Managerial Factor and Research on Decision Making in Agricultural Marketing Firms

Charles E. French

American Journal of Agricultural Economics, 1965, vol. 47, issue 1, 23-35

Abstract: Ideas in this paper were originally presented at a special seminar of the NCR-20 Regional Marketing committee. These ideas are used in an attempt to provoke thought about a broad eclectic approach to decision-making research. It is essentially a survey paper and will serve as a good reference particularly for those with limited knowledge in the area. The paper contends that proponents of firm theory and those of business management concepts have matured from their necessary periods of self-justification and now have much to gain by consolidating forces to tackle some important managerial problems. The opportunity exists for managerial specialists to get help from analysts in marketing structure, learning theory, information theory, managerial motivation and selection, and most other social scientists. Some suggestions are made on specific decision-making research problem orientations and the appropriateness of given research tools.

Date: 1965
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