The eye of the beholder: The influence of intuition, rationality, and leeway on the assessment of an Idea's market-creation potential

Paradoxically, mature firms facing competition in mature markets attempt to enter new markets, yet often pursue incremental ideas in their new product development process (NPD), abandoning ideas with market-creating potential in the idea evaluation phase at the fuzzy front end of NPD. We assume that idea evaluators' information-processing style (rational or intuitive) plays a dominant role in this context. Previous research has shown that the...