2. 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
3. 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.
4. 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.
5. NORMATIVE MODEL
• The Normative Model includes five stages:
• Formulation: Focus on group research and media consumption
• Concept Development: Focus on marketing team approaches
6. NORMATIVE MODEL
• Detailing: Focus on seeking more information
• Implementation: Is the server system
• Evaluation: The information that is put under intense scrutiny
7. 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
8. 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.
9. DESCRIPTIVE MODELS OF SMALL-
GROUP DECISION MAKING
The Fisher’s Phase Model includes:
• Orientation
• Conflict
• Emergence
• Reinforcement
10. 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.
11. 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.
12. 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)
13. 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)
14. 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
15. GROUP-THINK
• a mode of thinking that people are engage in when they are
deeply involved in a cohesive in-group.
16. 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
18. QUESTIONS:
•Will companies become more successful if input
surveys in their decision making process more
often?
•How can companies receive customers input
without surveys?
19. QUESTIONS
• How could the sweatshops continue to be affected by
the fashion world in a positive way?
20. 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
