Identifying escalation of commitment in B2B new product development projects using data envelopment analysis

Donthu N., Unal B.

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, cilt.29, sa.3, ss.209-214, 2014 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 29 Sayı: 3
  • Basım Tarihi: 2014
  • Doi Numarası: 10.1108/jbim-11-2011-0162
  • Dergi Adı: JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.209-214
  • Anahtar Kelimeler: Data envelopment analysis, New product development, Escalation of commitment, CHOSEN COURSE, BIG MUDDY, DECISION, DETERMINANTS
  • TED Üniversitesi Adresli: Evet

Özet

Purpose - Business managers are constantly faced with the decision to continue or abandon new product development projects. However, this type of decision may not be easy. These decisions are usually prone to bias of managers. Managers are known to escalate their commitment toward failed projects. It is also not easy to identify projects that are suffering from escalation of commitment. The purpose of this paper is to propose an objective escalation identification method.