Abstract
This paper discusses the dilemma that upper management has during the cycle of purchase for technology base products. The executive must sort through the executive sponsor’s rationale and attempt to rely upon their unstructured personal assessment. The authors present a methodology that is based upon a plan of reasoning and assessment called “process innovation.” They maintain that the executive decision makers will rely upon this new methodology to improve their judgment by diffusing the overall purchase process with sound reasoning that leads to good judgment.