University of Akron College of Business
Akron Business and Economic Review
Competition among firms for market share and differential advantage is at an all-time high . Moreover, investment in research and development (R&D) is seen as a major strategy in attaining and maintaining any competitive edge . Little is known, however, about how experiencing poor performance in R&D endeavors affects managers' perceptions of future opportunities for success in his or her company. Do managers believe that success breeds success, while poor performance is an indication of continued problems in the future? Or do managers believe that poor past performance is unrelated to future performance? Additionally, are some individuals prone to experience feelings of loss of control, while other individuals believe that they can influence future outcomes? When considering the importance of R&D endeavors to competitive strategy, these questions deserve attention and constitute the focus for this paper.