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

Donthu N., Unal B.

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, vol.29, no.3, pp.209-214, 2014 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 29 Issue: 3
  • Publication Date: 2014
  • Doi Number: 10.1108/jbim-11-2011-0162
  • Journal Name: JOURNAL OF BUSINESS & INDUSTRIAL MARKETING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.209-214
  • Keywords: Data envelopment analysis, New product development, Escalation of commitment, CHOSEN COURSE, BIG MUDDY, DECISION, DETERMINANTS
  • TED University Affiliated: Yes

Abstract

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.