CEOs with rare names are more likely to adopt unconventional business strategies

According to the co-authored research by experts from Jones Business College of Rich University, if you're looking for an unconventional way to run a business, choose a CEO with an unusual name.

Co-author Yan Anthea Zhang, pioneer strategy professor at Fayez Sarofim at Jones College, wrote: “Through 19 years of data from 1172 listed companies, we found a systematic relationship between the company's unique strategy and the CEO's personal name.”

The authors reckon, the past research examines how organizational results are relate to the personality, values, experiences, and demographics of leaders, without considering the CEOs’ names – “one of the most fundamental attributes of a CEO.” The paper says a person's name affects their behaviour, cognition, and self-consciousness.

“Research shows that people with unusual names tend to be different. While many people may not have the confidence to show their uniqueness, but CEOs do not - they are often self-confident individuals.”

They believe that CEOs with rare names stand out from their peers in a different way to affect strategic features or corporate strategy.

“This is consistent with psychological research, showing that successful professionals with rarely used names tend to see themselves as more special, unique, interesting and creative individuals.”

The authors say that developing and implementing unique business strategies is “critical to achieving competitive advantage and performance excellence”. They agree that CEOs with rare names tend to adopt strategies that deviate from industry norms, creating distinctive strategies.

They wrote, "Our findings can help all stakeholders better understand and predict the strategic decisions of CEOs". Because CEOs with unusual names tend to pursue unique strategies, boards seeking to enhance the strategic uniqueness of their companies may want to employ CEOs with unusual names.”

“Other senior managers, middle managers and employees are also expectable, and when the CEO's name is less common, their bold and creative proposals are more likely to be adopted. Competitors also need to be cautious when they see the name of a new CEO, as they may be tempted to take an unusual path.”