JM Webinar
Introduction
Journal of Marketing Webinar for Scholars, 28 Apr 2021
POSTING TYPE: Revisits
Author: Christine Moorman
April 28, 2021: Journal of Marketing Webinar for Scholars, 1PM US Eastern
Featured speakers and articles include:
– Nooshin Warren, Matthew Farmer, Tianyu Gu, and Caleb Warren, Marketing Ideas: How to Write Research Articles that Readers Understand and Cite, forthcoming.
If scholars want to make an impact, they need to effectively market their ideas. However, academic writing is notoriously difficult to understand. In this new Journal of Marketing泭study, researchers demonstrate that scholars write unclearly in part because they forget that they know more about their research than readers, a phenomenon called the curse of knowledge. Knowledge, or familiarity with their own research, prompts scholars to use three practices that make their writing difficult to understand: abstraction, technical language, and passive writing. Unfortunately, articles with these qualities are harder for readers to understand and are less likely to be cited. In this webinar, the authors will show how authors can market their ideas to reach and be understood by a broader audience. Tips and tools will be reviewed.
–泭Stefan Stremersch,泭Russell S. Winer,泭and Nuno Camacho Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing, forthcoming.
This new泭Journal of Marketing泭study finds that the current research faculty incentive system in business schools is broken and unsustainable in the long run. Among other issues, the authors find that (1) business schools focus on the wrong incentives, leading to a high volume of research of low quality; (2) less relevant research leads to lower teaching quality; and (3) deans and associate deans feel business schools overpay faculty for the research they do. In this webinar, the authors will provide several actionable strategies business schools can take to improve their business school health.
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