I'm an "expert" on corporate governance and I can say that no, boards do not get involved to the degree of making any market research -- they don't "initiate" i

I'm an "expert" on corporate governance and I can say that no, boards do not get involved to the degree of making any market research -- they don't "initiate" initiatives such as a pricing model change (if you will pardon the redundancy). Public company CEOs (and their teams, really) come up with these plans. Boards do vet the executive's team business plan at the time of budgeting and during quarterly updates, but it's the CEO who is in charge of ideation and execution.