CEOs Favor Tech Chiefs Over Marketing in Innovation Decisions, Study Finds
New research indicates CEOs overwhelmingly trust Chief Technology Officers when making risky innovation decisions, often overlooking crucial customer insights from marketing leaders. This bias toward technological feasibility over market acceptance has led to expensive product failures, according to the study published in Research Policy.
Technology Bias in Executive Decision-Making
When facing radical innovation decisions, CEOs reportedly turn to their Chief Technology Officers rather than marketing leaders, according to new research from Macquarie Business School. The study of more than 500 CEOs and business owners reveals a striking pattern where technological expertise consistently outweighs customer insight during uncertain innovation periods.