Postprint version. Published in Journal of Business Research, Volume 60, Issue 4, January 1, 2007, pages 305-315. Copyright © 2007 Elsevier. The definitive version is available at http://dx.doi.org/10.1016/j.jbusres.2006.10.020.
NOTE: At the time of publication, the author Stern Neill was not yet affiliated with Cal Poly.
Confronting complex situations is the hallmark of strategic decision-making. While these situations may be perceived as equivocal, organizations must cope, act, and thrive within such ambiguities. This study explores the manifestation and regulation of equivocality during strategic marketing decision-making. The results indicate that organizations that tolerate ambiguity perceive greater equivocality in problem situations and exhibit greater adaptive behavior; however, the findings come with a caveat: while experienced firms may enjoy these benefits, the situation is more complex for firms with limited product-market knowledge.