This paper examines the relative effectiveness of forming implementation intentions (i.e., making specific plans regarding how to go about achieving a goal) for increasing goal attainment under regulatory fit vs. nonfit. We discuss and empirically test the proposition that regulatory nonfit...

The challenges of successfully developing radical or really new products have received considerable attention from a variety of marketing, strategic, and organizational perspectives. Previous research has stressed the importance of a market-driven customer orientation, the resolution of market...