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L'escalade de l'engagement dans le développement de produits nouveaux

Author

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  • Isabelle Royer

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Les nouveaux produits constituent un facteur de risque élevé pour l'entreprise. Les fréquents échecs s'accompagnent de pertes financières qui peuvent affecter l'organisation toute entière. Cependant, on constate que certaines entreprises poursuivent le développement d'un produit en dépit d'informations négatives remettant en question la rentabilité du produit. L'article propose d'expliquer ce type de phénomène par l'escalade de l'engagement. La conclusion soulève les perspectives de recherches futures que génère la confrontation de la littérature sur l'escalade de l'engagement avec celle des nouveaux produits.

Suggested Citation

  • Isabelle Royer, 1996. "L'escalade de l'engagement dans le développement de produits nouveaux," Post-Print hal-02016801, HAL.
    • Handle: RePEc:hal:journl:hal-02016801
    DOI: 10.1177/076737019601100301
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