1. The Role of Uncertainty in D-I-K-A Management
Business isn’t complicated. The complications arise when people are cut off from information they need.
Jack Welch
11/15/2018
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2. Information Technology
1. D-I-K-A Model
Concepts
Data = Representations of reality
Info. = Data which provides relevant clues or news
Knowledge = The framework or schema for organizing the relationships between pieces of information.
Action = The deeds or decisions made based on knowledge
11/15/2018
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3. Information Technology
D-I-K-A Model
11/15/2018
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4. Information Technology
2. What is uncertainty?
Certainty
Known
Law-like
Sure
Clear
Predictable
Absolute
Simple
Stable
Uncertainty
Unknown
Chaotic
Unsure
Vague
Random
Provisional
Complex
Turbulent
11/15/2018
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5. 3. How do we create certainty?
Method
Benefits
Limitations
Gut Instincts
Authorities
Experiences
Reasoning
Testing
11/15/2018
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6. 4. What are the basic types of uncertainty?
Perceiving
Deciding
Acting
11/15/2018
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7. a. Perceiving uncertainty
Social Factors
Prevailing ideology
Mass media
Opinion leaders
Individual Factors
Contextual clues
Past experiences
Organizational schemas
11/15/2018
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8. Information Technology
b. Making decisions
Social Factors
Group norms
Language choices
Information systems
Individual Factors
Stress
Heuristics
Representativeness
Availability
Anchoring
Risk management predisposition
Overconfidence
11/15/2018
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9. c. Acting when uncertain
Social
Reward & punishment structures
Option framing
Individual
Cognitive dissonance
Fear
11/15/2018
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10. 5. How comfortable are people with uncertainty?
11/15/2018
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11. Information Technology
Comfort (cont’d)
11/15/2018
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12. Information Technology
6. So what?
More D-I-K-A can increase uncertainty
More D-I-K-A can decrease uncertainty
People tend to pay the most attention to D-I-K-A that decreases uncertainty and confirms preexisting beliefs (confirmation bias)
More data and information do not necessarily generate better decision-making but they make us more confident
11/15/2018
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13. Information Technology
So what? (cont’d)
Technologies impact the amount and distribution of D-I-K-A, which in turn, influences perceptions of uncertainty
Technologies perceived as producing too much uncertainty tend to be resisted (compatibility attribute)
Increasing the D-I-K-A cycle time can increase perceptions of an innovation’s adaptability.
11/15/2018
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