Framing and Reframing Process on New Product Development in an Established Firm

More and more research began to pay attention to the underlying cognitive framing process on innovative activities. However, empirical research on framing and reframing process on new product development is sparse. In particular, in the context of new product development, why managers in the same organization frame different types of product development has been less studied. Drawing on the Regulatory Focus Perspective, the findings display...