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Marketing as an Applied
Science :
Lessons from other Business
Disciplines
GROUP 01
NAME REGISTRATION NUMBER
Nishantha De Silva 2010/MBA/WE/MKT/09
R Shyamali Dias 2010/MBA/WE/MKT/15
A.W.B. Karalliy...
Presentation Outline
Critical Review of the Article
The Debate
Objectives of the article
Exclusive Vs Inclusive Engagement...
Critical Review of the Article
The Debate Across A Business and
Management Disciplines
Inappropriate models
Over-focused on analytics and problem
finding...
The Objectives of the Article….?
Academics Vs Professionals, or
Academics + Professionals = Industry(Profession),
or
Acade...
To understand the ways in which Academics and
Practitioners in different management fields
engage or fail to engage ;
 Ma...
Exclusive Vs Inclusive Engagement
Exclusive Vs Inclusive Engagement
Exclusive
Engagement
Inclusive
Engagement
Accountancy
Marketing
StrategicManagement
Orga...
Accounting Professional Bodies Control the
License to Practice ;
ICA – Institute of Chartered Accountants
(Eng.& Wales)
AC...
Professional Bodies Offer . .
An incentive for Practitioners to update their
knowledge - CPD-Continuous Professional
Devel...
Inclusive Engagement
Far less specialist (not regulated)
Strategic Management comes from CEO level of
the Organization to ...
The main role of Academic in Strategic
Management - is to give basic strategy concepts
for non-specialist Practitioners to...
Professional Bodies in Marketing
(mainly CIM-UK & Local Bodies)
Play a limited role in many countries
Marketing field stan...
Relevance Gap in Academics and
Practitioners in Marketing
Too much theory oriented
Sometimes Academic findings are not ali...
Beyond The Article
Exclusive Vs inclusive Engagement
Exclusive engagement Inclusive engagement
Accountancy Marketing
StrategicManagement
Orga...
Successful International Entrepreneurs
(Without Academic Background)
Michael Dell
Founder/CEO of Dell, Inc., Dropped out o...
Bill Gates
College dropout. Named the richest person in the
world by Forbes magazine 27 times. Bill Gates, who
was 10 poin...
Successful Sri Lankan Entrepreneurs
(Without Academic Background)
• Mr A.G.Hinni Appuhami
Founder of Maliban Biscuits
• Mr...
Academics in practice in Sri Lanka
Mr. Wegapitiya Prof Uditha
Liyanage
Mr. Prasanna
Perera
Mr. Kapila
Chandrasena
Murali Prakash
Dian Gomez
Academics in practice in Sri Lanka Contd.,
Recent Development and Findings
Marketing Academics and
Practitioners: Towards Togetherness
2 recent Academic marketing conferences(ANZMAC), and Academy
o...
Key Issues Towards “Togetherness”
Academics to satisfy peer reviewers : of rigorous
theory and methodology
Long lead-time ...
- Regarding marketing students -
Widespread belief that ;
“...most undergraduate curricula focus primarily on
communicatin...
Achieving Togetherness
Marketing graduate students require sophisticated
information and communication technological skill...
Initiatives
Academic journal editors and publishers recognize that
practitioners prefer an abridged, to-the-point version ...
Create wider accessibility for wider audience
through online - marketing scholarship 2.0
1. Pdf white papers, pre-publicat...
Issues for the Future
Ways to provide ‘space’ for academics and practitioners to co-
create value.
Barriers of ‘language u...
Open For Critique
Are we that bad??
Where should we
improve?
Marketing as a science
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  • Researcher has limited is study only for four main fields. However, there are some more field that can be added to this continuum of exclusive engagement vs inclusive engagement. For the exclusive engagement end, we can add medicine, engineering, nursing, teaching and law are most academic and practioners work together and professional bodies are playing key role bringing them together. Professional bodies have more power as well. The fields’ static nature highly influenced on this togetherness with compared to fields in other end. Entrepreneurs are the most away field from exclusive engagement with academic and we can draw them on the edge of inclusive engagement. They have very less connection with academia . Dynamic nature of the field is the main reason for this. There is no hard and fast rules as excusive engagement. Different strategies can be use for same problem and same strategy can be work for one firm while other firm may not get it.
  • Transcript of "Marketing as a science"

    1. 1. Marketing as an Applied Science : Lessons from other Business Disciplines
    2. 2. GROUP 01 NAME REGISTRATION NUMBER Nishantha De Silva 2010/MBA/WE/MKT/09 R Shyamali Dias 2010/MBA/WE/MKT/15 A.W.B. Karalliyadda 2010/MBA/WE/MKT/12 N.N.I De Silva 2010/MBA/WE/MKT/14
    3. 3. Presentation Outline Critical Review of the Article The Debate Objectives of the article Exclusive Vs Inclusive Engagement Exclusive Inclusive Relevance Gap Beyond the Article International and Local Scenario – Entrepreneurs International and Local Scenario – Academics Recent Developments, Findings and Conclusion Achieving Togetherness Key Issues for the Future and Initiatives Summary and Conclusion
    4. 4. Critical Review of the Article
    5. 5. The Debate Across A Business and Management Disciplines Inappropriate models Over-focused on analytics and problem findings and not problem solving and implementation Marketing as a Science ? Or, Art ? Do professionals produce viable knowledge? To what extent the Academics engage with Practitioners Academics are irrelevant?
    6. 6. The Objectives of the Article….? Academics Vs Professionals, or Academics + Professionals = Industry(Profession), or Academics with practical experience + professionals with academic / theoretical background = Industry (profession) Which Scenario is the BEST ???
    7. 7. To understand the ways in which Academics and Practitioners in different management fields engage or fail to engage ;  Marketing (semi-regulated)  Accountancy (fully regulated)  Strategic Management (not regulated)  Organizational Studies (not regulated) The Objectives of the Article….? Contd.,
    8. 8. Exclusive Vs Inclusive Engagement
    9. 9. Exclusive Vs Inclusive Engagement Exclusive Engagement Inclusive Engagement Accountancy Marketing StrategicManagement Organization Studies
    10. 10. Accounting Professional Bodies Control the License to Practice ; ICA – Institute of Chartered Accountants (Eng.& Wales) ACCA – Association of Chartered Certified Accountants(U K) CIMA – Chartered Institute of Management Accountants(U K) CIPFA – Chartered Institute of Public Finance and Accountancy(U K) Exclusive Engagement
    11. 11. Professional Bodies Offer . . An incentive for Practitioners to update their knowledge - CPD-Continuous Professional Development Opportunities for Academics to engage with Practitioners A Channel for Academics to give their input into policy making/professional standards
    12. 12. Inclusive Engagement Far less specialist (not regulated) Strategic Management comes from CEO level of the Organization to Senior Management level and then to the Operational level Skills & Communication are important to successful implementation Emphasis is on “Simplicity” and “Sticking to with what is known” - this have worked in the past.
    13. 13. The main role of Academic in Strategic Management - is to give basic strategy concepts for non-specialist Practitioners to achieve Effective Implementation Is this really needed ? May be ‘YES’ May be ‘NO’ Inclusive Engagement Contd.,
    14. 14. Professional Bodies in Marketing (mainly CIM-UK & Local Bodies) Play a limited role in many countries Marketing field stands somewhere between Accountancy and Strategic Management on the Exclusive – Inclusive continuum Provides limited opportunities for practice
    15. 15. Relevance Gap in Academics and Practitioners in Marketing Too much theory oriented Sometimes Academic findings are not aligned with today’s dynamic environment Academic findings/articles are not made available for practitioners How many read European Journal of Marketing ? What about the Harvard Business Review ? Academics have less access to practice and implementation Academics are not policy makers
    16. 16. Beyond The Article
    17. 17. Exclusive Vs inclusive Engagement Exclusive engagement Inclusive engagement Accountancy Marketing StrategicManagement Organization Studies Medicine Engineering Nursing Teaching Entrepreneurs Law
    18. 18. Successful International Entrepreneurs (Without Academic Background) Michael Dell Founder/CEO of Dell, Inc., Dropped out of college at 19. Started his computer company in college dorm room. Later using company’s earnings and family loans expanded. Henry Ford Never graduated high school. Started one of the largest automobile manufacturing companies in the world, Ford Motor Co. Revolutionizing Car manufacturing industry.
    19. 19. Bill Gates College dropout. Named the richest person in the world by Forbes magazine 27 times. Bill Gates, who was 10 points away from a perfect score on SAT’s, enrolled at Harvard College in 1973 only to take a leave of absence two years later to form a partnership with classmate Paul Allen. The partnership became known as Microsoft. Denied acceptance to film school. Dropped out of California State University. He co-founded DreamWorks, a major film studio that’s produced several of the highest grossing movie hits and Academy award winning films. He repeatedly applied to the UCLA School of Theatre, Film and Television and the University of Southern California's School of Cinema and Television but failed to gain entry Steven Spielberg
    20. 20. Successful Sri Lankan Entrepreneurs (Without Academic Background) • Mr A.G.Hinni Appuhami Founder of Maliban Biscuits • Mr H.K. Dharmadasa Founder of Nawaloka Group • Mr. D Samson Rajapaksa, Founder of DSI Group
    21. 21. Academics in practice in Sri Lanka Mr. Wegapitiya Prof Uditha Liyanage Mr. Prasanna Perera Mr. Kapila Chandrasena
    22. 22. Murali Prakash Dian Gomez Academics in practice in Sri Lanka Contd.,
    23. 23. Recent Development and Findings
    24. 24. Marketing Academics and Practitioners: Towards Togetherness 2 recent Academic marketing conferences(ANZMAC), and Academy of Marketing(AM), featured special sessions on the perceived “Academic- Practitioner Divide in Marketing”. Underpinning discussions and debates ; 1. Academic research in marketing should be of use to marketing practice; 2. Marketing graduates should have the knowledge and skills that are needed in the marketing workplace BUT, these desires often do not reach fulfillment. Marketing graduates are ill prepared in terms of fitting the job
    25. 25. Key Issues Towards “Togetherness” Academics to satisfy peer reviewers : of rigorous theory and methodology Long lead-time between research and publication : less likely to inform contemporary practice Incentives and rewards in Academia : favour Academic publications in top-tier A-rated journals that often only pay lip-service to managerial implications of research findings lecturers use textbooks as support and timesaver : textbooks - criticized as out-of-date & out-of-touch with contemporary thinking - flawed view of the practitioner world - Regarding academics -
    26. 26. - Regarding marketing students - Widespread belief that ; “...most undergraduate curricula focus primarily on communicating a basic knowledge of marketing management principles, an understanding of consumer needs and behaviors, and an awareness of marketing research issues, rather than more nebulous communication and interpersonal skills” (Taylor, 2003, p.105). Key Issues Towards “Togetherness”
    27. 27. Achieving Togetherness Marketing graduate students require sophisticated information and communication technological skills regarding technology in marketing ; “...marketing practice has sped ahead of marketing theory and education” Extensive social networking Marketing Academia must strive for holistic solutions that embrace innovations in both practice and theory, in order to provide students with a more balanced marketing education
    28. 28. Initiatives Academic journal editors and publishers recognize that practitioners prefer an abridged, to-the-point version of a full paper ; 1. Journal of Services Marketing - Executive Summary and Implications for Managers’ after each published paper 2. Journal of Consumer Research has a Twitter account - tweeted’ a brief summary of articles published 3. Journal of Service Research – monthly newsletter with webinar links, media mentions and executive summaries 4. The Chartered Management Institute has launched an initiative for academics to submit ‘top’ management articles to bring to the attention of UK managers
    29. 29. Create wider accessibility for wider audience through online - marketing scholarship 2.0 1. Pdf white papers, pre-publication of working papers 2. Slide shares 3. Blogs 4. Forums 5. Twitter, Facebook or LinkedIn - creating academic hubs 6. wiki approaches Initiatives Contd.,
    30. 30. Issues for the Future Ways to provide ‘space’ for academics and practitioners to co- create value. Barriers of ‘language used’ between academics and practitioners, and how to overcome them Ways in which the academic community can keep up with current practice How to create practitioner awareness of, and, access to academic research findings How to present useful academic marketing frameworks/models to practitioner audiences Academic career paths and capacity building initiatives Design of ‘practical’ elements in academic programs/courses Use of technology to disseminate marketing theory and practice
    31. 31. Open For Critique Are we that bad?? Where should we improve?
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