Graduation Year


Document Type




Degree Granting Department


Major Professor

Matthew Mullarkey, Ph.D.

Co-Major Professor

Alan R. Hevner, Ph.D.

Committee Member

Donald Berndt, Ph.D.

Committee Member

Ron DeSerranno, D.B.A.


bias, Elaborated ADR, ERP, pricing decisions, SME


The purpose of this study is to examine the use of ERP and outputs by six decision-makers in one SME manufacturing organization and provide artifacts targeted to improve their pricing decisions. Through elaborated action design research, we collect data to diagnosis decision-makers concerns and identify decision making biases and errors. Using insights and collaboration, we design, implement and evaluate seven artifacts targeted to minimize four biases identified – overconfidence bias, optimistic bias, planning fallacy and representativeness.

The data collected during the diagnosis phase reveals that concerns fell into three primary themes: data, human interfaces, and cognitive bias. The seven combined artifacts implemented have a positive impact minimizing bias in this organization. This research reveals how artifacts such as policies, procedures, processes, reports and system modules help SME decision-makers mitigate cognitive biases and errors. Additionally, this study confirms that the eADR process can be an effective means of implementing incremental changes, evaluating impacts and increasing engagement in this environment. Limitations of this study include concurrent introduction of artifacts, single SME organization and embedded nature of the researcher.