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Emotions and New Product Development: The Influence of Emotions on the Decision Making of Corporate Entrepreneurs in NPD
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Our decision making is strongly influenced by emotions and most of our complex decisions would be even impossible without them. Emotions do also play an im-portant role in new product and service development (NPD) as the entrepreneurs engage in an emotional relationship with their project. These emotions of both posi-tive and negative in nature will then guide their decision making through the im-plementation of new products and services.

This study purposes to discover how emotions affect the decision making in the different stages of front-end, development, and commercialisation during new product and service development together with unveiling the most salient emotions. Through the research, we aim to improve corporate entrepreneurs’ understanding on how their emotional reactions reflect upon their decisions in the NPD stages. We further aim to increase their consciousness by applying the appraisal theory explaining why they feel these emotions and see whether there are any emotional patterns influencing decision making in the stages.

In order to gain a rich understanding of the context, a qualitative case study has been used as a research strategy. The influence of emotions in the decision making process in NPD is the particular phenomenon which has been investigated. In addition, semi-structured interviews and vignettes have been used to collect qual-itative data. Throughout the research 16 semi-structured interviews have been con-ducted, from which 9 were related to service based companies while 7 were done in product related ones. As an interview tool we have used 4 vignettes providing hypothetical scenarios for collecting qualitative data. Findings were analysed through the interpretivist philosophical approach of the re searchers, using voice records, and personal observations.

Our findings show that positive emotions overrule negative ones in every stage of NPD. Throughout the process, self-confidence and hope were interpreted to be the main drivers that overcome even the most influential negative emotions such as nervousness, fear, and frustration. The professional background of the corporate entrepreneur, their experience and personality together with organisational empowerment, support their self-confident and optimistic decision making. Negative emotions as nervousness, fear, and frustration lead only to a delay in their decisions and had not enough power to change the direction regarding their decision making leading to a possible termination of the project.

Place, publisher, year, edition, pages
2015. , 65 p.
Series
JIBS Dissertation Series, ISSN 1403-0470
Keyword [en]
Positive emotions, negative emotions, decision-making, new product and service development, front-end stage, development stage, commercialisation stage, appraisal theory
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-27010ISRN: JU-IHH-FÖA-2-20150032OAI: oai:DiVA.org:hj-27010DiVA: diva2:818300
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2015-12-22 Created: 2015-06-08 Last updated: 2015-12-22Bibliographically approved

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Citation style
  • apa
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