5.4.2 Rational decision making
The notion of rational decision making as iterated by many management theorists in the first half of the 20 th Century may no longer apply today:
.. not only irrationality in decision-making and in organizational ideologies is a common feature of organizational life, but... it also has a highly functional role and is fundamental to organization and organizational action. Some organizations even have to learn how to be more irrational, in order to survive in a tough environment (Brunsson, 1985: 3-4).
So-called 'rational' decision making processes-formatted control mechanisms-can no longer be communicated with any certainty of consistent outcome. This is because the diversity of options required are so great in the Information Age that no single format is appropriate to sustain market viability, because individual workers have a range of external reference groups with which to identify and the workplace does not compete for their identification effectively, and because the market changes so rapidly that new methods of work are constantly required to maintain effectiveness (the chaos theory). The new rhetoric dispenses 'rational' and endorses 'creative' which is spontaneous and involves all employees in the decision making process.