CEO Temporal Focus and Product Newness

Agnihotri, A; Bhattacharya, S

CEO Temporal Focus and Product Newness

Lookup NU author(s): Dr Saurabh Bhattacharya ORCiD

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This is the authors' accepted manuscript of a conference proceedings (inc. abstract) that has been published in its final definitive form by American Marketing Association, 2023.

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Abstract

Marketing scholars have urged for upper echelons theory to be extended to the marketing field and to explore how CEOs’ traits influence marketing outcomes. Despite these calls for research, only scant literature explores the influence of CEOs’ traits on marketing outcomes. Responding to these calls, we explore if CEO temporal focus influences the level of innovation measured as product program newness. We further explore the mediating role of market orientation under boundary conditions of perceived time pressure and synchronicity preference for CEO temporal focus and product program newness relationship. We have received evidence supporting our hypothesis based on a sample of 264 firms. Our findings have significant implications for boards of directors and CEOs who want to serve customers more innovatively by launching new products and ensuring a high level of newness in those launched products.