AI Alone Won’t Win Investors, A Strong Marketing Team Will
Featuring Rajendra Srivastava
A study finds that smart marketing—not just breakthrough AI—is key to investor confidence and market success.
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Rajendra Srivastava
Novartis Professor of Marketing Strategy and Innovation. He was also the former Dean of ISB. His research spans marketing strategy, marketing metrics, and brand and customer management, with a current focus on business model innovation. Currently, he serves as the Executive Director at ISB’s Centre for Business Innovation (CBI) and the Executive Fellow Programme in Management (EFPM).
Key Takeaways
1. Investors are more likely to respond positively to AI-driven product innovation announcements when the company has strong marketing capabilities.
2. The impact of marketing strength on investor response is even more significant when the announcement occurs in the later stages of innovation, involves external innovation assets, and refers to more complex innovations.