A Rational Method for Making Trade-offs
نویسندگان
چکیده
SOME wa SaT DECISIONS ARE EASY. If yOU nt to fly from New York to n Francisco as cheaply as possible, you simply find the airline offering the lowest fare and buy a ticket. You have only a single ohjective, so you need to make only a single set of comparisons. But having only one objective, as any decision maker knows, is a rare luxury. Usually, you're pursuing many different ohjectives simultaneously. Yes, you want a low fare, but you also want a convenient departure time, a direct flight, an aisle seat, and an airline with an outstanding safety record. And you'd like to earn frequent flyer miles in one of your existing accounts. Now the decision is considerahly more complicated. You have to make trade-offs.
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