An Empirical Examination of the Three Dichotomies of Marketing Academe Model

Abstract

This paper proposes a three dichotomies model that encompasses the performance of marketing faculty members in the areas of teaching, research, and service. First, each area is discussed in regard to marketing faculty member performance. Second, employing acceptable/unacceptable performance levels for teaching, research, and service, a 2 × 2 × 2 matrix of eight cells is proposed. One hundred nine chairs, a 24 percent sample response rate, completed a Web survey that addressed four research questions. Chairs rated 930 marketing faculty as being 87 percent effective teachers, 66 percent productive researchers, and 71 percent involved service providers. Forty-seven percent of total faculty performed satisfactorily in all three performance areas. Study results confirmed different performance levels based on institutional mission (teaching, research, or balanced institution), public/private financing, and union/nonunion organizational status. These findings provide insight for marketing faculty members and offer managerial implications for business school/college administrators.

Factors That Influence the Job Market Decision

“…For example, the proportion of time devoted to teaching, research, and service can dramatically vary. For instance, a large research institution such as the University of Oklahoma can have a 30/60/10% mix, whereas a smaller teaching institution such as Pacific Lutheran University can have a 60/10/30% mix (Honeycutt, Ford, & Thelen, 2010). Business faculty allocates their time across these three areas according to what they perceive to be important in their promotion, tenure, and reward process.…”