On the merits of simple models in distribution planning

There has always been a tendency amongst a fairly vocal and influential section of the operational research profession, both in Europe and in the U.S.A., to weight mathematical criteria rather heavily in judging the merits or otherwise of a piece of operational research. Regrettably, British universities have made their own not insubstantial contribution to the development of this attitude; in the author's view, some British dons are masquerading as operational researchers and management scientists and would be better described as applied mathematicians. Within the context of distribution then, it is hardly surprising if many managers are under the impression that operational research necessarily involves the use of mathematical programming techniques or the development of complex simulation models of the distribution system under study. The purpose of this paper is to argue the case for the merits of simple models in distribution and transport planning. The author is not, of course, questioning the enormous value of more elaborate models and techniques, particularly in tackling the distribution problems of large and complex organisations, but he is trying to establish a more balanced perspective. The models are illustrated by examples drawn from work carried out by the author and by some of his former colleagues at Metra and IPC.