Dr Yoel Asseraf and Professor Kalanit Efrat - Manifesting Chutzpah in business: How Chutzpadik behaviour affects advertising effectiveness and export performance

IAS Visiting Fellows Dr Yoel Asseraf and Professor Kalanit Efrat deliver a seminar on their research - 

Chutzpah helps you stand out. This is particularly evident in advertising (through differentiation), and exporting (increasingly predicated on entrepreneurship). Yet, knowledge of Chutzpadik behavior in business in general, and advertising and exporting in particular, is fragmented. We present the results of studies that a) define and delineate Chutzpadik behaviour in business, and b) examine its consequences for advertising effectiveness and export performance. Three sets of in-depth interviews with advertising executives, general public, and export managers reveal three Chutzpadik dimensions: norm violation, novelty, and audacity. A dyadic survey of advertising executives and general audience confirms the existence of the three dimensions of Chutzpadik behaviour in advertising, and reveals that these differentially affect advertising effectiveness. A second survey with export managers reveals that Chutzpadik behaviour plays a crucial role in market-driven firms facing high levels of competitive dynamism. A third survey with export managers uncovers that Chutzpah is less important for market-driving firms.