Lookup NU author(s): Dr Saurabh Bhattacharya
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This study explores the impact of a CEO’s steroid hormone, testosterone, on new product introduction (NPI), using the facialwidth-to-height ratio as a measure of hormone levels. The study is conducted in the Indian context, and findings reveal that a CEO’s testosterone level, which affects a CEO’s aggressive behavior, results in a higher rate of NPI. This relationship is moderated by the business group affiliation of a firm.
Author(s): Agnihotri A, Bhattacharya S
Editor(s): Cutright K, Mourey JA, Peres R
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: 2019 AMA Summer Academic Conference
Year of Conference: 2019
Print publication date: 01/08/2019
Online publication date: 01/08/2019
Acceptance date: 11/04/2019
Publisher: American Marketing Association
Library holdings: Search Newcastle University Library for this item