Sam, owner of Sam’s Hand Sanitizer inc., is in the middle of the strategy formulation stage. He has already allocated a substantial amount of money that covered his employees’ salaries from the prior year (sunk costs) but has failed to see any positive outcomes. given the money he has already spent, he feels as if he needs to recover those costs and pushes forward even though the outcome seems dim. This best illustrates the concept of escalation of commitment.
The notion of escalating commitment refers to a behavioral pattern in which individuals who are facing an increasing series of negative or undesired results from a decision or action continue to stick with the same strategy without going for course correction.
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