The document summarizes five things the author is glad he did in the first five years of his academic career to help achieve tenure: 1) He learned from his co-chairs, Jim Bettman and Rick Staelin, the importance of developing strong research skills, writing clearly, investing in his doctoral program, and maintaining academic curiosity. 2) He followed his research interests and instincts, even when it led him to change focus areas, and began writing a textbook on strategic brand management. 3) He emphasized the practical applications of his marketing research by getting involved with the Marketing Science Institute and drawing inspiration from practical business problems. 4) He hit the ground running with his research

1. Getting Towards Tenure:
5 Things I Am Glad I Did in the First
Five Years of My Academic Career
DOCSIG, AMA Winter Educators’ Conference
February 20, 2014
Kevin Lane Keller
Tuck School of Business
Dartmouth College

2. Five Things I am Glad I Did in the
First 5 Years of My Academic Career
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Learned from my co-chairs
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Jim Bettman & Rick Staelin
Followed my interests & instincts
Emphasized the practical side of
marketing
Hit the ground running
Stay focused

3. Learned From My Co-chairs
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Develop best possible research skills
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Jim Bettman
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Invest heavily during doctoral program
Importance of drawing out theoretical implications
How to write clearly & concisely
Rick Staelin
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Academic stamina & curiosity
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“It’s not over until it’s over”
Power of models

4. Followed My
Interests & Instincts
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Took several major left or right
turns
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Carnegie: Finance to Marketing
Fuqua: Quant to Behavioral
Pre-tenure: Began to write a textbook
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Strategic Brand Management

5. Emphasized the
Practical Side of Marketing
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Became involved with Marketing
Science Institute at early stage
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Co-winner of their first dissertation contest
Drew research inspiration from
practical problems
Gave my research potential relevance,
applicability & impact
n Provided huge teaching synergies: One
informed the other
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6. Hit the Ground Running
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Was programmatic in my research
Included a broad, macro conceptual model
in my thesis
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Chapter 2: Provided context and direction
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Thesis: Advertising retrieval cues
Model: “A Memory-Based Model of Advertising Effectiveness”
Developed 2-3 distinct, but related
research streams
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Wanted to be known for something interesting and
important
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“The world’s expert in …”

7. Stayed Focused
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Don’t forget the Spandex Rule:
“Just because you can … doesn’t
mean you should!”
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Learn to say no!
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Scott Bedbury, ex-Nike & Starbucks
Don’t be spread too thin
Especially with consulting & other
outside activities (“nickels & dimes”)
Strive for the best at all times
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Less is more
7

8. It’s Only Rock and Roll …
But I Like It
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Lastly … work hard … but
have fun!
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It will all be fine in the end

9. Good Luck!