Repositioning OR’s products in the market

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