The Role of Departmental Thought Worlds in Shaping Escalation of Commitment in New Product Development Projects

Volume: 37, Issue: 1, Pages: 48 - 73
Published: Oct 23, 2019
Abstract
The debate over whether and how thought worlds of different departments (especially marketing and research and development [R&D]) affect managers' decision-making behavior in new product development (NPD) is ongoing. A key challenge of these decisions is to deal with deteriorating NPD projects, which are often subject to escalation of commitment (EoC), with many firms wasting billions of dollars by throwing good money after bad NPD projects....
Paper Details
Title
The Role of Departmental Thought Worlds in Shaping Escalation of Commitment in New Product Development Projects
Published Date
Oct 23, 2019
Volume
37
Issue
1
Pages
48 - 73
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