IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v26y2018i2p70-78.html
   My bibliography  Save this article

A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society

Author

Listed:
  • Holbrook, Morris B.

Abstract

This essay pursues an approach that I call Subjective Personal Introspection (SPI) to comment on my own impressions concerning my experiences over the past fifty-plus years at one of our leading graduate schools of business. Herein, I trace my progress from MBA candidate to doctoral student to faculty member to retiree by suggesting ways in which – from my admittedly idiosyncratic perspective – business education has devolved toward a lower level of academic excellence, an abandonment of scholarly values, an unfortunate anti-intellectualism, a neglect of its commitment to the advancement of business- or marketing-related knowledge for its own sake, and a betrayal of its responsibility to work toward the protection of social welfare. Though the situation seems a bit hopeless, I offer a few modest suggestions for possible improvement.

Suggested Citation

  • Holbrook, Morris B., 2018. "A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society," Australasian marketing journal, Elsevier, vol. 26(2), pages 70-78.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:70-78
    DOI: 10.1016/j.ausmj.2018.05.010
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358218301150
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ausmj.2018.05.010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Holbrook, Morris B & Grayson, Mark W, 1986. "The Semiology of Cinematic Consumption: Symbolic Consumer Behavior in Out of Africa," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 374-381, December.
    2. Morris B. Holbrook & William L. Moore & Gary N. Dodgen & William J. Havlena, 1985. "Nonisomorphism, Shadow Features and Imputed Preferences," Marketing Science, INFORMS, vol. 4(3), pages 215-233.
    3. Peter E. Earl & Simon Kemp (ed.), 1998. "The Elgar Companion to Consumer Research and Economic Psychology," Books, Edward Elgar Publishing, number 1219.
    4. Bello, David C. & Holbrook, Morris B., 1995. "Does an absence of brand equity generalize across product classes?," Journal of Business Research, Elsevier, vol. 34(2), pages 125-131, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Uncles, Mark D., 2018. "Directions in higher education: A marketing perspective," Australasian marketing journal, Elsevier, vol. 26(2), pages 187-193.
    2. Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Toke Christensen & Mirjam Godskesen & Kirsten Gram-Hanssen & Maj-Britt Quitzau & Inge Røpke, 2007. "Greening the Danes? Experience with consumption and environment policies," Journal of Consumer Policy, Springer, vol. 30(2), pages 91-116, June.
    2. Kasser, Tim & Grow Kasser, Virginia, 2001. "The dreams of people high and low in materialism," Journal of Economic Psychology, Elsevier, vol. 22(6), pages 693-719, December.
    3. Lassoued, R. & Hobbs, J.E., 2015. "Consumer confidence in credence attributes: The role of brand trust," Food Policy, Elsevier, vol. 52(C), pages 99-107.
    4. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    5. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    6. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    7. Peter E Earl & Jason Potts, 2000. "Latent demand and the browsing shopper," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 21(3-4), pages 111-122.
    8. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    9. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    10. Chloe Preece & Finola Kerrigan & Daragh O’reilly & Eileen Fischer & J Jeffrey Inman & Julie L Ozanne, 2019. "License to Assemble: Theorizing Brand Longevity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 330-350.
    11. Vikas Gautam & Mukund Kumar, 2012. "An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India," Management, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 3-16.
    12. Taylor Randall & Karl Ulrich & David Reibstein, 1998. "Brand Equity and Vertical Product Line Extent," Marketing Science, INFORMS, vol. 17(4), pages 356-379.
    13. Han Jiang & Zhiyi Wang & Lusi Yang & Jia Shen & Jungpil Hahn, 2021. "How Rewarding Are Your Rewards? A Value-Based View of Crowdfunding Rewards and Crowdfunding Performance," Entrepreneurship Theory and Practice, , vol. 45(3), pages 562-599, May.
    14. Kirman, Alan & Teyssiere, Gilles, 2005. "Testing for bubbles and change-points," Journal of Economic Dynamics and Control, Elsevier, vol. 29(4), pages 765-799, April.
    15. Arnold, Stephen J. & Handelman, Jay & Tigert, Douglas J., 1996. "Organizational legitimacy and retail store patronage," Journal of Business Research, Elsevier, vol. 35(3), pages 229-239, March.
    16. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    17. Tahira Javed & Jun Yang & Waseem Gul Gilal & Naeem Gul Gilal, 2020. "The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(2), pages 1-1.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:70-78. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.