IS THE CUSTOMER ALWAYS RIGHT? Decision-Making Processes

BACKGROUND• This article focus on the digital world, fashion designers, and business leaders• ”Direct Conversation” is often mention in the digital world and fashion world because the internet enables them to have conversations with consumers• In the article you will see fashion designers and business leaders use decision making to decide what would be a better way to make something that people want without asking them what they want

BACKGROUND• Kevin Chan is the co-founder of Maderight, a global

sourcing company behind Orin.• Orin is a active wear label that will launch its first collection

November.• Orin products, manufacturing and marketing will be based

on results from a online survey.• The survey is asking potential shoppers to vote on the style

of its clothing.

RATIONAL MODELS OF DECISION MAKING

• First, organizational members notice the problem.•Second, carefully define the problem• Finally, decision makers then search for all the relevant information that might have solve the problem.

NORMATIVE MODEL

• The Normative Model includes five stages:• Formulation: Focus on group research and media consumption • Concept Development: Focus on marketing team approaches

NORMATIVE MODEL

• Detailing: Focus on seeking more information• Implementation: Is the server system • Evaluation: The information that is put under intense scrutiny

DECISION MAKING FORMULATION

• In this article, The two fashion companies Orin and Modcloth use the formulation method to gather information to determine what the consumers like.• The fashion company Modcloth use the survey method to vote on selection of new clothing designs and to make strategic decisions

ALTERNATIVE TO RATIONAL MODELS

• Optimizing Model occurs when decision makers find the single best solution to an organizational problem. • Satisficing Model occurs when decision makers search for a solution that will work well enough for dealing with the issue.

DESCRIPTIVE MODELS OF SMALL-GROUP DECISION MAKING

The Fisher’s Phase Model includes: •Orientation•Conflict • Emergence •Reinforcement

THE FISHER’S PHASE MODEL VS. CROWDSOURCING

• In the article, the company Everlane use the crowdsourcing concept to involve crowdfunding, surveys or inviting customers to submit product ideas.• The crowdsourcing concept is similar to the fisher’s phase model.

THE FISHER’S PHASE MODEL

•During the crowdsourcing process includes orientation, conflict, emergence and reinforcement. This occurs in the businesses when they are give and receive information from surveys. The Fisher’s phase model connects to this process.

THE FISHER’S PHASE MODEL• Orientation: Happens when group members become acquainted with each other and with the problem at hand. ( When companies receive the surveys)

• Conflict: Occurs when possible solutions to the problem are presented and debated. ( when companies received data from surveys)

MODEL'S:• Emergence: Happens when groups come to some level of consensus ( This occurs in companies when they decide as a group what to do with the information from the surveys.)

• Reinforcement: Occurs when the decision will be supported during the final group phase. ( This happens in a business when companies decide what final decision they will make to apply the information)

TYPOLOGY OF SMALL-GROUP DECISION PATH TYPES

• Unitary sequence path: Follow the traditional concepts from the Fisher’s phase model• Complex cyclic path: Consisted of multiple problem-solution cycles• Solution-oriented path: This path involve no activity related to problem solving

GROUP-THINK• a mode of thinking that people are engage in when they are deeply involved in a cohesive in-group.

SYMPTOMS OF GROUPTHINK

• Illusion of invulnerability • Illusion of morality • Stereotyping• Self-censorship• Illusion of unanimity• Direct pressure on dissidents • Reliance on self-appointed mind guards

GROUPTHINK

QUESTIONS:

•Will companies become more successful if input surveys in their decision making process more often?•How can companies receive customers input without surveys?

QUESTIONS •How could the sweatshops continue to be affected by the fashion world in a positive way?

WORKS CITED• Abnett,K (2016,September 13). Is the Customer Always Right? https://www.businessoffashion.com/articles/fashion-tech/crowdsourcing-fashion-ideas-customer-always-right