Can MS/OR Sell Itself Well Enough?

Apparently MS/OR is being overtaken by newer decision aids such as decision support systems (DDS), and in addition, MS/OR has not received credit for its real contributions. This is a consequence of a narrow view of MS/OR emphasizing mathematics and neglecting such aspects as experimentation, heuristics, and modeling. A broad view of MS/OR consistent with its origins leads to a wider market of applications but risks psychological and political complications. We need to (1) take full advantage of computing hardware and software, (2) emphasize prototyping, heuristics, and modeling, as well as mathematics, and (3) promote our work not just in academic journals, but also in trade and management publications.