escalation of commitment

escalation of commitment
Increasing the resources available to an unsuccessful venture in the hope of recovering past losses. This is sometimes called a creeping commitment. This policy is often adopted in new product development when the company continues to pour in funds, irrespective of the likelihood of success, in an attempt to recover some of its investment. It is known colloquially as throwing good money after bad.

Big dictionary of business and management. 2014.

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