Abstract：Based on the sensemaking perspective, we used survey samples of 315 failed new product development projects and explored the moderating role of restoration orientation on the relationship between failure attributions and learning from failure. The results indicate that internal unstable attribution positively affects learning from failure only when applying “high avoidance-high proactiveness” orientation alternately; internal stable attribution positively affects learning from failure only when applying “low avoidance-high proactiveness” orientation alternately; external unstable attribution positively affects learning from failure when applying “low avoidance-high proactiveness” orientation or “high avoidance-high proactiveness” orientation; external stable attribution has no effect on learning from failure under whatever restoration orientation. The results reveal that the effect of failure attribution on learning from failure depends on the combinations of different restoration orientations. This study further implies that the exact match between failure attribution and restoration orientation helps maximize the learning value of project failures.
