Academic Research in Marketing and Business School Health: Limiters and Improvement Opportunities
51 Pages Posted: 21 May 2019 Last revised: 22 Jun 2020
Date Written: October 1, 2018
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
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