Where does pride lead? Corporate managerial hubris and strategic emphasis

Minchung Kim, Guiyang Xiong, Kwang Ho Kim

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


A firm’s strategic emphasis on value creation versus appropriation, which is typically reflected in its resource allocation between R&D and advertising, is a central corporate decision that significantly influences financial performance. However, the drivers of such decisions remain underexplored. This study identifies a significant predictor of strategic emphasis, namely, corporate managerial hubris, and reveals some of its boundary conditions. Leveraging a unique dataset based on text mining of press releases issued by over 400 firms across 13 years, the authors demonstrate that high corporate managerial hubris predicts low strategic emphasis on advertising relative to R&D. However, this effect is mitigated significantly by firm maturity, corporate governance, and industry-level strategic emphasis. The results provide novel insights into the effects of hubris on firm spending, the situations wherein marketing decisions tend to be subject to managers’ psychological bias, the means of preventing over- or under-investment in marketing strategy, and the recruitment and training of managers.

Original languageEnglish (US)
Pages (from-to)537-556
Number of pages20
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - May 19 2017


  • Advertising
  • Corporate managerial hubris
  • R&d
  • Strategic emphasis

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Where does pride lead? Corporate managerial hubris and strategic emphasis'. Together they form a unique fingerprint.

Cite this