Kevin Keller- Tenure

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Information about Kevin Keller- Tenure

Published on March 6, 2014

Author: AMADocSIG


Getting Towards Tenure: 5 Things I Am Glad I Did in the First Five Years of My Academic Career DOCSIG, AMA Winter Educators’ Conference February 20, 2014 Kevin Lane Keller Tuck School of Business Dartmouth College

Five Things I am Glad I Did in the First 5 Years of My Academic Career n  Learned from my co-chairs n  n  n  n  n  Jim Bettman & Rick Staelin Followed my interests & instincts Emphasized the practical side of marketing Hit the ground running Stay focused

Learned From My Co-chairs n  Develop best possible research skills n  n  Jim Bettman n  n  n  Invest heavily during doctoral program Importance of drawing out theoretical implications How to write clearly & concisely Rick Staelin n  Academic stamina & curiosity n  n  “It’s not over until it’s over” Power of models

Followed My Interests & Instincts n  Took several major left or right turns n  n  n  Carnegie: Finance to Marketing Fuqua: Quant to Behavioral Pre-tenure: Began to write a textbook n  Strategic Brand Management

Emphasized the Practical Side of Marketing n  Became involved with Marketing Science Institute at early stage n  n  Co-winner of their first dissertation contest Drew research inspiration from practical problems Gave my research potential relevance, applicability & impact n  Provided huge teaching synergies: One informed the other n 

Hit the Ground Running n  n  Was programmatic in my research Included a broad, macro conceptual model in my thesis n  Chapter 2: Provided context and direction n  n  n  Thesis: Advertising retrieval cues Model: “A Memory-Based Model of Advertising Effectiveness” Developed 2-3 distinct, but related research streams n  Wanted to be known for something interesting and important n  “The world’s expert in …”

Stayed Focused n  Don’t forget the Spandex Rule: “Just because you can … doesn’t mean you should!” n  n  Learn to say no! n  n  n  Scott Bedbury, ex-Nike & Starbucks Don’t be spread too thin Especially with consulting & other outside activities (“nickels & dimes”) Strive for the best at all times n  Less is more 7

It’s Only Rock and Roll … But I Like It n  Lastly … work hard … but have fun! n  It will all be fine in the end

Good Luck!

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