Repositioning OR's Products in the Market

The findings of an empirical investigation concerned with the organizational conditions under which OR is done in German business firms to a great extent contradict almost all the well-known and widespread perceptions of OR. I think that the situation calls for a fundamental rethinking of the concept and process of OR. Using a marketing-oriented frame of reference, I consider a system of producers, retailers, and clients of OR to discover steps that can be taken to reposition OR's products in their market.