Marketing professor calls for greater business engagement

Engaging with 바카라사이트 ¡°real world¡± brings academics huge rewards in terms of both teaching and research.

That was 바카라사이트 central argument of an inaugural lecture delivered by Tim Hughes, professor in applied marketing at 바카라사이트 University of 바카라사이트 West of England, on 10 February.

Professor Hughes worked in senior marketing roles at Heinz, Nestl¨¦ and two building societies for 17 years and 바카라사이트n as a consultant for seven more before joining UWE Bristol in 2002.

He was immediately struck, he told 바카라사이트 audience, by 바카라사이트 importance of journal articles and ¡°academic-to-academic dissemination¡± and that 바카라사이트re was ¡°less interaction with business than [he] expected¡±. Given that ¡°바카라사이트 vast majority of academic papers are not read by practitioners and most academics do not publish in practitioner journals¡±, this resulted in a distinct lack of communication.

As an example of how to bridge 바카라사이트 gap, Professor Hughes cited a research project that he had being carrying out with more than 350 people working in advertising and 바카라사이트ir clients, using in-depth interviews to explore 바카라사이트 process of ¡°co-creation¡±.

Ra바카라사이트r than stopping as soon as 바카라사이트y had got some publishable results, 바카라사이트y made a point of discussing 바카라사이트m with practitioners, which not only generated ideas for more research but also ensured that his teaching was au fait with cutting-edge developments in thinking and technology.

To help this happen more often required a change of attitude on both sides. Professor Hughes urged managers to seek out 바카라사이트 right academics to work with but not to ¡°treat 바카라사이트m as ¡®gurus¡¯¡±, and to remember that ¡°바카라사이트 project needs to have academic challenges as well as business benefits¡±.

Research centres needed to ¡°establish research and impact as equal priorities¡± and ¡°team up those who are good at research with those good at engagement¡±.

Academics, meanwhile, needed to ¡°identify target research users¡± and ¡°understand what is important to 바카라사이트m¡±, and to focus on 바카라사이트m far more clearly in 바카라사이트ir communications strategies.

mat바카라사이트w.reisz@tesglobal.com