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The effect of planning horizon on the effectiveness of what-if analysis

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  • Kottemann, JE
  • Remus, WE

Abstract

Although what-if analysis is among the most popular decision support methods, empirical evidence indicates that it does not predictably improve decision making. This suggests that the effectiveness of what-if analysis is, in part, contingent on characteristics of what-if models. However, extremely little research has been conducted to identify and assess these characteristics. A between-subjects experiment was conducted to determine the effect of one potentially critical characteristic of what-if tools used for planning: the planning horizon reflected in the model. The authors hypothesized that the "temporal framing" embodied by what-if models with different planning horizons would result in differential effects on short-run and long-run performance. The hypothesis was supported: subjects provided a multi-period what-if model performed significantly better in the long-run than those provided a one-period model. In addition, both what-if groups out-performed the control group, but only in the short-run. Surprisingly, the control group out-performed both what-if groups in the long-run. These results suggest that the effectiveness of what-if analysis is contingent on subtle, yet fundamental, characteristics of what-if models. Future research that identifies other key characteristics will help provide modelers with specific, practical guidelines for effective model construction.

Suggested Citation

  • Kottemann, JE & Remus, WE, 1992. "The effect of planning horizon on the effectiveness of what-if analysis," Omega, Elsevier, vol. 20(3), pages 295-301, May.
    • Handle: RePEc:eee:jomega:v:20:y:1992:i:3:p:295-301
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    Cited by:

    1. De', Rahul & May, Jerrold H, 1998. "Using Operational Planning Horizons for Determining Setup Changes," Omega, Elsevier, vol. 26(5), pages 581-592, October.

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