Purpose – The purpose of this paper is to explore the concept of “common sense” and to distinguish it from uncommon sense as it applies to managerial decision‐making under conditions of task uncertainty. The paper enunciates the definition of common sense decision‐making and develops...

Purpose – Decision‐making in early stages of technology‐based service (TBS) innovation projects proves to be challenging. Current failure rates in service innovation are high, while the investments in innovation projects are substantial. Research suggests that enhancing decision‐making...