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. Karalliyadda 2010/MBA/WE/MKT/12

N.N.I De Silva 2010/MBA/WE/MKT/14

Presentation Outline

Critical Review of the ArticleThe DebateObjectives of the article

Exclusive Vs Inclusive EngagementExclusiveInclusiveRelevance Gap

Beyond the ArticleInternational and Local Scenario – EntrepreneursInternational and Local Scenario – Academics

Recent Developments, Findings and ConclusionAchieving TogethernessKey Issues for the Future and InitiativesSummary and Conclusion

Critical Review of the Article

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?

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 ???

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.,

Exclusive Vs Inclusive Engagement

Exclusive Vs Inclusive Engagement

Exclusive Engagement

Inclusive Engagement

Accountancy Marketing

Strategic Management

Organization Studies

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

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

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.

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.,

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

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

Beyond The Article

Exclusive Vs inclusive Engagement

Exclusive engagement Inclusive engagement

Accountancy Marketing

Strategic Management

Organization Studies

Medicine

Engineering

NursingTeaching

Entrepreneurs

Law

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.

Bill GatesCollege 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

Successful Sri Lankan Entrepreneurs (Without Academic Background)

• Mr A.G.Hinni AppuhamiFounder of Maliban Biscuits

• Mr H.K. Dharmadasa Founder of Nawaloka Group

• Mr. D Samson Rajapaksa, Founder of DSI Group

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 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

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 -

- 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”

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

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

Create wider accessibility for wider audience through online - marketing scholarship 2.0

1. Pdf white papers, pre-publication of working papers

2. Slide shares3. Blogs4. Forums5. Twitter, Facebook or LinkedIn - creating academic

hubs6. wiki approaches

Initiatives Contd.,

Issues for the FutureWays 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

Open For Critique

Are we that bad??

Where should we improve?