Published on March 6, 2014
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
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