Business academics sometimes aren’t very bold. Too often we concentrate on achieving something doable rather than trying something that is a stretch. I always think that if no one thinks you’ll fail there isn’t much point in what you are doing. So I appreciate it when plans are bold and full of hope. Even if…
Category: Understanding Marketing
Accounting For Profits And Decisions
Marketers, and business people more broadly, often use accounting profit to measure success. This isn’t too surprising. Often firms claim to be profit maximizing. Report something as profit and this sounds like something that should be maximized. That said, profits using in accounting and managerial decision-making are not really the same thing. Decisions taken to…
Competition, Marketing, and the Common Good
I really enjoyed Robert Frank’s The Darwin Economy. What can this tell us about competition, marketing, and the common good? No Cash On The Table Frank emphasizes that “No Cash is On the Table” (Frank 2011, page 35) and “Markets Don’t Ignore Profitable Opportunities for Long” (page 35). Traditional economic theory suggests all profitable opportunities…
Managers and Academics
I think one the great rifts between managers and academics in marketing has been caused by NPS. To be fair there is blame on all sides. Asking Questions As researchers and teachers we have a responsibility to advance the practice of marketing. This isn’t just about teaching technical skills. Knowing how to discount a cash…
Academics And Managers
The application of research is a big topic in marketing and academics and managers would be well served by acting together more. Is Useful Important? We debate whether we are useful or relevant. And then we debate whether we should care about whether we are useful or relevant. I think of myself as an academic…
