Why Female Marketing Leaders Are More Cautious
Featuring Raghuram Bommaraju and Siddharth Shekhar Singh
A study explores when and why female CMOs make different strategic decisions than their male counterparts.
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Raghuram Bommaraju
Associate Professor of Marketing and the Executive Director of the Fellow Programme in Management (FPM). His research primarily focuses on sales force management and the interface between marketing and finance.
Siddharth Shekhar Singh
Associate Professor of Marketing. His research focuses on how firms can build and sustain competitive advantage by identifying the right customers for acquisition and retention and managing those relationships profitably over time. He studies marketing strategies such as customer engagement, loyalty programs, and online customer communities.
Key Takeaways
- Female CMOs are more cautious with risky marketing decisions, especially new product launches.
- They take more risks when working under female CEOs due to less scrutiny and greater confidence.
- Female CMOs grow more cautious in uncertain markets due to increased scrutiny and fear of failure.