Chapter 5: IT-Based Visualization Tools to Enhance Strategic Decision Making: A Case Study

“Visualization—combining computer graphics, computation, communication, and interaction—is invaluable for changing data into information, designing products and supporting complex decision making” (Brown, 1997, p. 1). As such, recent advances in information technology should enable management consultants to significantly enhance the ability of clients to comprehend analytic results and to gain key insights from engagements. The chapter presents a case study on an intervention where sophisticated information technology tools (combining animated, three dimensional visualization techniques with a system dynamics simulation model) were employed to assist a specific organization assess future options and chart strategic directions (Fisher, 2000). The client organization, which will be described in more detail later in the paper, is a not-for-profit entity that allocates resources for market development and research. In addition, this organization strives to enhance strategic communication across a relatively long market channel. Therefore, a complementary goal of the engagement was to improve communications throughout that market channel.