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What types of profitability reports do marketing managers receive?

✍ Scribed by Douglas M. Lambert; Jay U. Sterling


Book ID
103103856
Publisher
Elsevier Science
Year
1987
Tongue
English
Weight
883 KB
Volume
16
Category
Article
ISSN
0019-8501

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## Abstract This article empirically examines, in a new‐product decision context, the relationships among risk propensity, perceived risk, and risky choice decisions, when risk is operationalized as the chance of loss and the size of loss. The results indicate that perceptions of chance of loss dir