Stimulating the demand for operational research

The 1990-91 president of the Operational Research OR Society (UK) summed up his presidential address as follows. Operational Research OR is underperforming in the market-place, relative to the potential inherent in the product. If we want to rectify the situation, we shall need to do three things: first, we need to analyse the positioning of Operational Research OR in the minds of potential clients, understand how that positioning came about, and if necessary take steps to counteract or balance up that process; secondly, we need to promote Operational Research OR as authoritative and leading the thinking on issues which are close to the hearts of those decision-makers within our target markets; and thirdly, we need the delivery vehicles to ensure that raised expectations can indeed be met across all relevant sectors of the economy. Of course, the specific proposals set out here can only be a first step in the task of repositioning Operational Research OR for the 1990s and beyond. And we must be realistic about what is achievable. We cannot counteract or modify the effects of the past 40 years overnight; nor does the Society have the resources to force the pace.