In this work the problem of high quality drinking water provision is described and analyzed. It is shown that a person may obtain such water by various ways one of which is bottled water delivery by specialized companies. The existence of numerous players on drinking water market stipulates the occurrence of the number of problems – in particular, the choice of the delivering water company by the consumer and fight of such companies for the consumer. The work proposes to apply a reflexive approach in order to influence the choice of the consumer, which allows the company to make him take the “right” decision. For solving the problem the classical and fuzzy model of reflexive management are described.
Keywords: drinking water, reflexive management, decision making.
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