Computer Based Data And Organizational Learning the Importance of Managers St

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Computer Based Data And Organizational Learning the Importance of Managers St
David Goldstein
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S. And tor a tew key markets. I oHen get notes from them asking, 'why did this happen? what's going on?' It's my job to know that our Den'er numbers are off. Because our competitor ran a coupon. By 2 P. M. That day. A report is on the desk of the division president at corporate. It contains market share data plus trends tor the year. If the manager just tracked trends but did no further analysis, he would say that he understood the data and learned nothing new. These data contirmed one his stor...ies about the product and its environment (see Table 1). For example, one product manager closely followed the introduction of a new, and relatively spicy, variety of his product line. In his analysis of the previous month's scanner data, two of his stories were confirmed. First, he found that sales for all varieties increased 11. 1% and sales of the new variety were up 11%. In discussing this new variety, he noted that it was 'tracking' — selling as well as the average variety. Hence, these new data confirmed a portion of his story about the new variety.

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