| By: |
Stremersch, S.;
Winer, R.S. |
| Abstract: |
Academic research in marketing is of key importance to the health of business
schools. However, there has been considerable debate in recent years whether
academic research in marketing, and business in general, delivers enough on
this promise. Our goal is to add a coherent and novel faculty management
perspective to this debate. We identify three limiters in the faculty
management system that restrict the impact academic research in marketing may
have on business school health: (1) the imperfect metrics used to evaluate
marketing academics that focus primarily on quantity, (2) the weak
professional alignment between marketing academics and professionals relevant
to marketing, and (3) the incentives for marketing academics that have started
to emphasize extrinsic rewards such as bonuses for publications. In response
to these limiters, we offer three improvements for increasing the impact
marketing can have on business school health. These include: (1) supplementing
the quantitative metrics with a qualitative assessment of the work, (2)
socializing marketing academics into the practice of marketing, and (3)
strengthening intrinsic rewards and reducing extrinsic rewards. |
| Keywords: |
marketing, research, faculty, business school, managerial relevance, citation, scientometrics, metrics, incentives, rewards, rigor |
| Date: |
2018–10–01 |
| URL: |
http://d.repec.org/n?u=RePEc:ems:eureri:116498&r=all |