But as events and thus important information emerge they should be incrementally regarded. Decisions should be purposefully postponed and formulated concretely as late as possible. Further, Nagle and Holden (1995) do not regard the company’s objectives as influential in the first step of collecting data from the customers and competitors. But our critique is that, it is inevitable that the company objectives influence the data collected about customers and competitors both in the form of questions asked, and their interpretation.
