Frontiers of Internal Marketing: How Cultures of Procrastination and Improvisation Drive Project Performance: An Abstract

Decision-making literature heavily relies on the plan first execute second framework where project employees allocate time to plan and utilize time effectively to execute the plan (Wind and Mahayan 1997). More recent studies point out today’s time-based state of market competition where product life cycles are getting shorter and market demand is changing rapidly. Consequently, firms are faced with a diminishing amount of time that can be allocated to planning. When the time gap between planning and executing shortens, decision-making is forced to become more improvisational in nature (Moorman and Miner 1998). At the same time, the personal characteristics of project employees (e.g., procrastination and perfectionism) often forbid them from utilizing their time and workload effectively.