Escalation of commitment during new product development
Jeffrey B. Schmidt, Roger J. Calantone
Journal of the Academy of Marketing Science · 2002 · Volume 30 · Issue 2
Abstract
If at first you don't succeed, try, try again. Then quit. No use being a damn fool about it. W. C. Fields
Keywords
Personal Responsibility, Product Innovativeness, Hurdle Rate, Antilock Brake System, Market Science Spring
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