Academic research into marketing: many publications, but little impact?

This article reviews some issues associated with the way in which academic research into marketing is evaluated by UK education authorities using their Research Excellence Framework (REF), in particular the impact component of the assessment. It discusses the extent to which research by marketing academics published in leading academic journals is relevant to the concerns of marketing management and how this relevance or lack of it may be reflected in the relative paucity of impact submissions in marketing. It considers the model of impact assessment used in the REF and how this differs from how marketing academics work in practice, giving three examples of significant impact that would not be acceptable under current rules. It concludes by suggesting that alternative models for impact should be investigated and suggests that using more practical models might result in better engagement of marketing academics with business, leading to greater relevance in teaching and employability of marketing graduates

The making of information nations

Purpose The purpose of this paper is to identify the main characteristics of what have come to be called information nations, and to identify some of the determinants of success in becoming an information nation. Design/methodology/approach The paper is based on a critical review of the literature and of secondary data on information technology and services from studies of the innovativeness of nations. Findings Success in becoming an information nation is not necessarily closely connected with investments in information technology and services by firms and policies supporting these investments by governments, or with education policies designed to support the development of science, technology, engineering and mathematics. Other factors, such as the vibrancy of capitalism, particularly the funding of new ventures, the culture of the nation, and its focus on non-scientific determinants of innovation, such as design, are also important. Governments should be careful not to take credit for achievements when their policies are merely coincident with those achievements. Research limitations/implications The main limitations relate to the focus of this article on two sets of nations, South East/East Asia and two Western nations. The review of their performance is relatively high level and needs to be deepened, while the number of nations included in the research needs to be increased. Practical implications This article has substantial practical implications for government policy makers, in terms of whether and how they should make policy at all in this area, and for companies trying to establish a long-term position in the global economy, in terms of being careful not to go against the very strong economic forces which favour certain kinds of activities in certain countries. Social implications This article has significant social implications, because much of the thinking about developing information societies relies on generalisations about the creation of information nations that may not hold. Governments and social commentators are encouraged to approach the idea of making “big policies” in this area with some scepticism. Originality/value The content of this article is not original, but the challenge to policy makers is relatively original, as too often the work of academics is sponsored by governments that are trying to legitimate the value of their own efforts

Reciprocating Business Model Innovation – How Client and Supplier Models Interact

Purpose. The purpose of this article is to show the relationship between changes of industry business model on the supplier side and changes in business model on the client side, using the information technology industry as an example. This is the first paper to investigate supplier-side industry-wide business models and identify their consequences for client-side industry-wide business models. Methodology. The methodology is a review of academic and gray literature and conceptual analysis, applied particularly to three client-side industry case studies – financial services, airlines and online video streaming services Findings. Changes in the business model on the client side may be contingent on the products and services that emerge from the information and communications technology industry as it changes its business models. Practical implications. Client-side companies formulating their business strategies in industries which are highly dependent on successful information management should factor developments in the information and communications technology industry business models into account in their planning. They should also consider how they can influence business model change on the supplier side by changes they make to their information management strategies and processes. Research implications. The implications for research are that researching investigating changes in business models, particularly in relation to clients of the IT industry, should consider whether there have been changes in business models on the supplier or client side, and whether and how they have interacted

The evolution of business models of information and communication technology suppliers

Purpose: The purpose of this paper is to show how the business model of the information and communications technology (ICT) industry has evolved and the general differences that evolution has made to information management. Design/methodology/approach: Literature review was carried out accompanied by conceptual analysis. Findings: It shows that changes in the business model of the ICT industry have been quite dramatic and have led to significant changes in the structure of the industry. Research limitations/implications: This research is based on analysis of the ICT industry. The analysis could be broadened to include other industries. Research into business model change should consider adopting the evolutionary approach taken in this paper. Practical implications: Managers in the ICT industry should factor the likely evolution of business models in their industry into their planning. Social implications: Government policymakers considering how to stimulate the development of the ICT industry in their country should be aware of the moving nature of their target. Originality/value: This is one of the first papers to apply the evolutionary approach to business model change