Bromiley, Philip; Washburn, Mark - In: Journal of Strategy and Management 4 (2011) 3, pp. 196-214
leads to search for ways to raise performance over aspirations. Most researchers have assumed search leads to risk‐taking or … innovation. However, firms might search for ways to raise performance without incurring additional risk, such as reducing … risk‐taking and R&D to provide a more complex view of the interactions between kinds of aspiration levels and both …