Olivia, the owner of The Town Gazette, a small city newspaper, started her business two years ago, believing that there was still enough demand for her product. However, because people are busy and because so much news is now available online, she has seen the demand for her paper drop steadily. Olivia made a decision to change the original direction of the company and focus more on an Internet news service. Olivia is relying on _______ by demonstrating that managers need to think and act as if their company is an unfinished prototype, and by seeing her business as outsiders do.
A. a decision tree
B. a knowledge dilemma
C. the knee-jerk reaction theory
D. evidence-based decision making
E. intuition
D. evidence-based decision making
Pfeffer and Sutton identify seven implementation principles for companies committed to doing what it takes to profit from evidence-based management, including treat your organization as an unfinished prototype and see yourself your organization as outsiders do.
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