IDEAS home Printed from https://ideas.repec.org/p/ems/eureri/116498.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • Stremersch, S. & Winer, R.S., 2018. "Academic Research in Marketing and Business School Health: Limiters and Improvement Opportunities," ERIM Report Series Research in Management ERS-2019-007-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:116498
    as

    Download full text from publisher

    File URL: https://repub.eur.nl/pub/116498/ERS-2019-007-MKT_v0.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wang, Jian & Veugelers, Reinhilde & Stephan, Paula, 2017. "Bias against novelty in science: A cautionary tale for users of bibliometric indicators," Research Policy, Elsevier, vol. 46(8), pages 1416-1436.
    2. James J. Heckman & Sidharth Moktan, 2020. "Publishing and promotion in economics - The tyranny of the Top Five," Vox eBook Chapters, in: Sebastian Galliani & Ugo Panizza (ed.), Publishing and Measuring Success in Economics, edition 1, volume 1, chapter 1, pages 23-32, Centre for Economic Policy Research.
    3. Jonathan Brogaard & Joseph Engelberg & Edward Van Wesep, 2018. "Do Economists Swing for the Fences after Tenure?," Journal of Economic Perspectives, American Economic Association, vol. 32(1), pages 179-194, Winter.
    4. Bruno S. Frey, 1997. "Not Just for the Money," Books, Edward Elgar Publishing, number 1183.
    5. Stremersch, Stefan & Camacho, Nuno & Vanneste, Sofie & Verniers, Isabel, 2015. "Unraveling scientific impact: Citation types in marketing journals," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 64-77.
    6. Besancenot, Damien & Faria, Joao Ricardo & Vranceanu, Radu, 2009. "Why business schools do so much research: A signaling explanation," Research Policy, Elsevier, vol. 38(7), pages 1093-1101, September.
    7. Damien Besancenot & Kim Huynh & Radu Vranceanu, 2009. "The ‘Read or Write’ Dilemma in Academic Production: A Transatlantic Perspective," The American Economist, Sage Publications, vol. 53(1), pages 75-84, March.
    8. Besancenot, Damien & Huynh, Kim & Vranceanu, Radu, 2006. "The "Read or Write" Dilemma in Academic Production: A European Perspective," ESSEC Working Papers DR 06021, ESSEC Research Center, ESSEC Business School.
    9. Scott A. Neslin & Russell S. Winer, 2014. "The History of Marketing Science: Beginnings," World Scientific Book Chapters, in: Russell S Winer & Scott A Neslin (ed.), THE HISTORY OF MARKETING SCIENCE, chapter 1, pages 1-15, World Scientific Publishing Co. Pte. Ltd..
    10. Vikas Mittal & Lawrence Feick & Feisal Murshed, 2008. "Publish and Prosper: The Financial Impact of Publishing by Marketing Faculty," Marketing Science, INFORMS, vol. 27(3), pages 430-442, 05-06.
    11. Stefan Stremersch & Peter C. Verhoef, 2005. "Globalization of Authorship in the Marketing Discipline: Does It Help or Hinder the Field?," Marketing Science, INFORMS, vol. 24(4), pages 585-594, February.
    12. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Some further thoughts," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 144-146.
    13. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Exploring the marketing science value chain," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 127-140.
    14. Jasjit Singh & Lee Fleming, 2010. "Lone Inventors as Sources of Breakthroughs: Myth or Reality?," Management Science, INFORMS, vol. 56(1), pages 41-56, January.
    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. Schwartz-Landsman, V., 2020. "A Chasm to Cross: From Research to Practice and Back," ERIM Inaugural Address Series Research in Management EIA 2020-081-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    2. Kohli, Ajay K. & Haenlein, Michael, 2021. "Factors affecting the study of important marketing issues: Implications and recommendations," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 1-11.

    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. Stremersch, S. & Winer, R.S., 2018. "Academic Research in Marketing and Business School Health," ERIM Report Series Research in Management 116485, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. Stremersch, S. & Winer, R.S. & Camacho, N.M.A., 2020. "Faculty Research Incentives and Business School Health: A New Perspective for Marketing," ERIM Report Series Research in Management ERS-2020-007-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    3. Stremersch, S. & Winer, R.S. & Camacho, N.M.A., 2020. "Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing," ERIM Report Series Research in Management ERS-2020-013-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Stremersch, Stefan, 2021. "The Study of Important Marketing Issues: Reflections," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 12-17.
    5. Stremersch, Stefan & Camacho, Nuno & Vanneste, Sofie & Verniers, Isabel, 2015. "Unraveling scientific impact: Citation types in marketing journals," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 64-77.
    6. Corsi, Marcella & D’Ippoliti, Carlo & Zacchia, Giulia, 2019. "Diversity of backgrounds and ideas: The case of research evaluation in economics," Research Policy, Elsevier, vol. 48(9), pages 1-1.
    7. Besancenot, Damien & Faria, Joao Ricardo & Vranceanu, Radu, 2009. "Why business schools do so much research: A signaling explanation," Research Policy, Elsevier, vol. 38(7), pages 1093-1101, September.
    8. Rosenzweig, Stav & Grinstein, Amir & Ofek, Elie, 2016. "Social network utilization and the impact of academic research in marketing," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 818-839.
    9. Neil A. Morgan & Kimberly A. Whitler & Hui Feng & Simos Chari, 2019. "Research in marketing strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 4-29, January.
    10. Hendrik P. Dalen, 2021. "How the publish-or-perish principle divides a science: the case of economists," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(2), pages 1675-1694, February.
    11. Stremersch, S. & Camacho, N.M.A. & Vanneste, S. & Verniers, I.W.J., 2014. "Unraveling Scientific Impact," ERIM Report Series Research in Management ERS-2014-014-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    12. van Dalen, Hendrik Peter, 2020. "How the Publish-or-Perish Principle Divides a Science : The Case of Academic Economists," Other publications TiSEM 6fbb6b92-0e06-4271-b6e7-3, Tilburg University, School of Economics and Management.
    13. Jenny Bourne & Nathan Grawe & Nathan D. Grawe & Michael Hemesath & Maya Jensen, 2022. "Scholarly Activity among Economists at Liberal Arts Colleges: A Life Cycle Analysis," Working Papers 2022-01, Carleton College, Department of Economics.
    14. van Dalen, Hendrik Peter, 2021. "How the publish-or-perish principle divides a science: The case of economists," Other publications TiSEM a6a5a855-bb5a-4d52-a841-3, Tilburg University, School of Economics and Management.
    15. Joern Redler & Holger J. Schmidt, 2022. "I know that I know nothing: exploring the managerial relevance of recent orientations in brand management research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 498-511, September.
    16. Daniele Dalli, 2014. "Mercati e competitivit? in transizione," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(4), pages 7-11.
    17. Kyle R. Myers & Wei Yang Tham & Jerry Thursby & Marie Thursby & Nina Cohodes & Karim Lakhani & Rachel Mural & Yilun Xu, 2023. "New Facts and Data about Professors and their Research," Papers 2312.01442, arXiv.org.
    18. Michele Cincera & Ela Ince, 2019. "Types of Innovation and Firm performance," Working Papers TIMES² 2019-032, ULB -- Universite Libre de Bruxelles.
    19. Zhang, Yifan & Fong, Duncan K.H. & DeSarbo, Wayne S., 2021. "A generalized ordinal finite mixture regression model for market segmentation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1055-1072.
    20. Schmalz, Ulrike & Ringbeck, Jürgen & Spinler, Stefan, 2021. "Door-to-door air travel: Exploring trends in corporate reports using text classification models," Technological Forecasting and Social Change, Elsevier, vol. 170(C).

    More about this item

    Keywords

    marketing; research; faculty; business school; managerial relevance; citation; scientometrics; metrics; incentives; rewards; rigor;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:ems:eureri:116498. 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: RePub (email available below). General contact details of provider: https://edirc.repec.org/data/erimanl.html .

    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.