This study details the mechanisms on how CEO regulatory focus affects the salience of the gains versus losses involved in myopic marketing decision-making, and how such CEO psychological attributes interact with internal equity-based compensation, external pressure from equity analysts, and environmental turbulence to affect firms’ myopic marketing management propensities. Lien vers l'article
CHUNG, T.S. and LOW, A. (2022). CEO Regulatory Focus and Myopic Marketing Management. International Journal of Research in Marketing, 39(1), pp. 247-267.