search query: @author West, D. / total: 12
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| Author: | West, D. Berthon, P. |
| Title: | Antecedents of risk-taking behavior by advertisers: Empirical evidence and management implications |
| Journal: | Journal of Advertising Research
1997 : SEP/OCT, VOL. 37:5, p. 27-40 |
| Index terms: | ADVERTISING MANAGEMENT RISK |
| Language: | eng |
| Abstract: | In the article, the authors examine the antecedents of risk-taking behavior by advertisers and the circumstances that increase the propensity to take risks. Drawing on Prospect theory and the wider literature on risk in management decision making, a model of risk taking in advertising is developed. Three specific antecedents are considered: company performance, company culture, and organizational processes. Data to test the model were gathered by employing a mail survey of senior marketing directors in Canada and the U.S. The analysis indicates that company culture and performance have a significant impact on managers' risk-taking propensity. |
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