Donthu, Naveen; Unal, Belgin - In: Journal of Business & Industrial Marketing 29 (2014) 3, pp. 209-214
escalation of commitment. The purpose of this paper is to propose an objective escalation identification method. Design …. As a consequence, escalation of commitment and big losses can be prevented especially in new product development area …. Originality/value – By using the proposed objective approach, escalation of commitment and associated big losses can be prevented …