search query: @author Calantone, R.J. / total: 6
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| Author: | Schmidt, J.B. Calantone, R.J. |
| Title: | Escalation of commitment during new product development |
| Journal: | Journal of the Academy of Marketing Science
2002 : SPRING, VOL 30:2, p. 103-118 |
| Index terms: | Statistical methods Product development Design management R&D Managers Projects USA |
| Language: | eng |
| Abstract: | Although periodic review is a prominent feature of new product development (NPD) processes, important questions about how managers make critical continuation/termination decisions in risky NPD projects remain unanswered. The authors of the study test whether factors unrelated to a new product's forecasted performance cause managers to continue NPD projects into subsequent stages of development at rapidly accelerating costs. The results show that managers who initiate a project are less likely to perceive it is failing, are more committed to it, and are more likely to continue funding it than managers who assume leadership after a project is started. |
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