The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation
Purpose – The purpose of this study is to investigate whether, in the context of making a go/no-go decision regarding a failing new product, the use of a stopping rule and/or a new decision-maker would reduce the escalation of commitment (EOC). Design/methodology/approach – This study uses a classro...
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Emerald Publishing
2021-04-01
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| coleção: | Innovation & Management Review |
| Assuntos: | |
| Acesso em linha: | https://www.emerald.com/insight/content/doi/10.1108/INMR-05-2020-0064/full/pdf?title=the-goal-is-attainable-the-effects-of-goal-gradient-and-sub-goals-on-escalation-of-commitment-in-a-new-product-evaluation |
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