MKTG 556 | Session 5 | Corporate Board Interlocks and New Product Introductions

MKTG 556 | Session 5 | Corporate Board Interlocks and New Product Introductions - 2018 Raji Srinivasan, Stefan Wuyts, & Girish Mallapragada Intorudction: The study explores how corporate board interlocks influence a firm's capacity to develop new products. Using a large dataset, the authors suggest that a firm's position within the interlock network offers access to market intelligence, which can be used for innovation. They also examine how board leadership traits, including internal versus external leadership and marketing-specific leadership, affect these relationships. The main goal is to demonstrate that interlocks serve not only as a governance tool but also as a source of market knowledge that fosters incremental innovation.