haku: @author West, D. / yhteensä: 12
viite: 9 / 12
| Tekijä: | West, D. Berthon, P. |
| Otsikko: | Antecedents of risk-taking behavior by advertisers: Empirical evidence and management implications |
| Lehti: | Journal of Advertising Research
1997 : SEP/OCT, VOL. 37:5, p. 27-40 |
| Asiasana: | ADVERTISING MANAGEMENT RISK |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA