4 research outputs found
Faculty Research Incentives and Business School Health: A New Perspective for Marketing
Prior research has heavily debated the value of academic research of faculty to the business schools that employ them. We study, conceptually and empirically (by surveying faculty and interviewing (associate) deans), the role of the faculty research incentive system in business school health. We find that higher research health is congruent with higher teaching quality, stronger resource support, and stronger external stakeholder support. R-quality of research (i.e., rigor)
contributes more strongly to research health than research quantity, while q-quality of research
(i.e., relevance) contributes positively to teaching quality and external stakeholder support. We
also find that research task incentives are misaligned: (1) in faculty evaluations, the number of
publications receives too much weight, while creativity, literacy, practical relevance, and awards
receive too little weight; and (2) the faculty feels that they are insufficiently compensated, while
(associate) deans feel faculty is compensated too much for its research. These incentive
misalignments are largest in schools that perform the worst on research and business school health
overall. We explore improvements that business schools and faculty can introduce
Academic Research in Marketing and Business School Health
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 betwee
Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing
Grounded in sociological agency theory, the authors study the role of the faculty research
incentive system in the academic research conducted at business schools and business school
health. The authors surveyed 234 marketing professors and completed 22 interviews with 14
(associate) deans and 8 external institution stakeholders. They find that research quantity
contributes to the research health of the school, but not to other aspects of business school health.
r-quality of research (i.e., rigor) contributes more strongly to the research health of the school
than research quantity. q-quality (i.e., practical importance) of research does not contribute to the
research health of the school but contributes positively to teaching health and several other
dimensions of business school health. Faculty research incentives are misaligned: (1) when
monitoring research faculty, the number of publications receives too much weight, while
creativity, literacy, relevance, and awards receive too little weight; and (2) on average, faculty
feels that they are insufficiently compensated for their research, while (associate) deans feel they
are compensated too much for their research. These incentive misalignments are largest in
schools that perform the worst on research (r- and q-) quality. The authors explore how business
schools and faculty can remedy these misalignments