In Search of an Audience..
42 Pages Posted: 26 Feb 2008
Date Written: 15 2005 4,
Stefan Stremersch (Ph.D., Tilburg University, December 2001, cum laude) is Professor of Marketing at Erasmus University Rotterdam, The Netherlands, and Visiting Associate Professor of Marketing at Goizueta Business School, Emory University, United States. He also has been a visiting research scholar at University of Southern California, United States, and obtained salary fellowships of the European Union, ERIM and ICM (Belgium). His research and teaching interest is in marketing high tech products, innovation and new product growth. His work has appeared in journals such as International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research and Marketing Science. He has won best-paper awards at Journal of Marketing (2002) and International Journal of Research in Marketing (2003). He has won career achievement awards, such as the ERIM Award for Outstanding Performance of a Young Researcher (2003), the Erasmus Research Prize (2004) and the J.C. Ruigrok Prize (2005). His research has been cited in national (Financieel Dagblad, de Tijd) and international press (The Economist, Sloan Management Review) and is used for public policy input (at the regional and national government levels in Belgium and at the level of the European Commission), for which he received the ERIM Impact Award in 2004. For an academic, finding an audience is critical. However, finding an audience is not always easy for most marketing academics. This inaugural address explores what the challenges are in finding an audience, among fellow scholars, students, public policy, industry, or society in general. It finds that the academic audience for marketing research is: (1) often small; (2) constrained to the own discipline; and (3) mostly located in the United States. The student audience is also under pressure, due to: (1) the difficult translation of academic marketing research to marketing education; (2) shifting student preferences; and (3) lack of involvement of students. The audience in society is too small due to a lack of relevance of marketing research in three ways: (1) lack of a public policy perspective; (2) too incremental insights to be useful to practice; and (3) too much focus on rigor to be interesting for the press. This address cites three ways to grow towards a larger and more loyal audience by evolving towards: (1) a truly globalized community of marketing academics; (2) living together with our source disciplines; and (3) a stronger focus on the knowledge economy and the life sciences.
Keywords: marketing, marketing research, philosophy of science, takeoff, globalization, pharmaceuticals, biotechnology, knowledge economy
JEL Classification: C44, M31, M
Suggested Citation: Suggested Citation