Academic Research in Marketing and Business School Health: Limiters and Improvement Opportunities

51 Pages Posted: 21 May 2019 Last revised: 22 Jun 2020

See all articles by S. Stremersch

S. Stremersch

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Russell S. Winer

New York University (NYU) - Department of Marketing

Date Written: October 1, 2018

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: business school, marketing, research, business school, managerial relevance, incentives, scientometrics, metrics, rewards, rigor

Suggested Citation

Stremersch, Stefan and Winer, Russell S., Academic Research in Marketing and Business School Health: Limiters and Improvement Opportunities (October 1, 2018). ERIM Report Series Reference: ERS-2019-007-MKT, Available at SSRN: https://ssrn.com/abstract=3391402 or http://dx.doi.org/10.2139/ssrn.3391402

Stefan Stremersch (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands
+31 10 408 8719 (Phone)
+31 10 408 9160 (Fax)

Russell S. Winer

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
212-998-0540 (Phone)
212-995-4006 (Fax)

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