search query: @author Folkes, V. S. / total: 5
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| Author: | Curren, M. T. Folkes, V. S. Steckel, J. H. |
| Title: | Explanations for successful and unsuccessful marketing decisions: the decision maker's perspective |
| Journal: | Journal of Marketing
1992 : APR, VOL. 56:2, p. 18-31 |
| Index terms: | MARKETING DECISION MAKING SUCCESS SIMULATION INCENTIVES PLANNING |
| Language: | eng |
| Abstract: | The attributional processes involved in marketing planning are investigated. Using MARKSTRAT, a marketing simulation game, as a research setting, it is found that decision makers are likely to have self-serving biases in their causal attributions for performance. The attributions are related to marketing decisions makers' intrinsic incentives to succeed, expectations of future performance, and planning behaviour. The results imply several fairly specific recommendations for marketing practice. They relate to market analysis, improving managers' attitudes, and influencing marketing plans. |
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