In this paper we challenge the traditional notion of ambiguity as an undesirable element in New Product Development … (NPD) and explore how companies sometimes sustain or even increase ambiguity during their NPD projects. Based on … can be better understood. We identify four ways that NPD projects can benefit from temporarily sustaining ambiguity …

We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a …-established brands. In five experiments, we examine the role of ambiguity aversion in the preference for dominated, established brands …. We first show a correlation between ambiguity aversion (revealed through choices among monetary lotteries) and the …

and that the model is consistent with a rich set of possibilities for dynamic behavior under ambiguity. …

. We develop a model of secondary market bond spreads that incorporates measures of both risk and ambiguity created by … proxy for the level of ambiguity in each market. We find strong evidence that ambiguity is a key element in sovereign spread … determination in secondary markets. We also show that the concept of ambiguity is a good candidate for justifying contagion during a …