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CEO testosterone and new product introduction (NPI)

Lookup NU author(s): Dr Saurabh Bhattacharya

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Abstract

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.


Publication metadata

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

Pages: IIB17-IIB22

Print publication date: 01/08/2019

Online publication date: 01/08/2019

Acceptance date: 11/04/2019

Publisher: American Marketing Association

URL: https://www.ama.org/events/conference/2019-ama-summer-academic-conference/

Library holdings: Search Newcastle University Library for this item

ISBN: 9780877570059


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