search query: @author Mullins, J. / total: 10
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| Author: | Mullins, J. |
| Title: | Effects of organizational and decision-maker factors on new product risk taking |
| Journal: | Journal of Product Innovation Management
1999 : MAY, VOL. 16:3, p. 282-294 |
| Index terms: | INNOVATION NEW PRODUCTS RISK |
| Language: | eng |
| Abstract: | Using samples of evening MBA students having considerable managerial experience, two experiments were conducted, through which the authors explore the effects of organizational and decision-maker factors on managers' new product investment decisions. Subjects were asked to choose among new product development projects having equal investments and expected values but differing degrees of risk. |
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