THE NEW PRODUCT PORTFOLIO INNOVATIVENESS-STOCK RETURNS RELATIONSHIP: THE ROLE OF LARGE INDIVIDUAL INVESTORS' CULTURE

The marketing-finance interface literature has investigated the direct link between innovativeness and stock returns. Moving a step further, we investigate two unanswered questions: How and under what conditions is innovativeness associated with stock returns? Answering these questions is important for managers who have to defend innovation investments to board members and time the introductions of new products. We investigate large individual...