On Managerial Relevance

The concept of managerial relevance continues to be a significant topic for both research faculty and business schools alike. Despite decades of debate, it is surprising that there is virtually no work on the nature of the concept itself. Thus, the author defines the concept of managerial relevance,...

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Bibliographic Details
Published in:Journal of marketing 2011-07, Vol.75 (4), p.211-224
Main Author: Jaworski, Bernard J.
Format: Article
Language:English
Subjects:
Agricultural management
Brands
Business management
Business schools
Business structures
Executives
Literature
Management theory
Marketing
Marketing management
Observational research
Recommendations
Roles
Special Section: "Journal of Marketing" 75th Anniversary
Studies
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Summary:The concept of managerial relevance continues to be a significant topic for both research faculty and business schools alike. Despite decades of debate, it is surprising that there is virtually no work on the nature of the concept itself. Thus, the author defines the concept of managerial relevance, makes three specific observations, and discusses research implications for each observation. The key message is that the field needs a much deeper understanding of the marketing roles within the firm, and research programs must be crafted to fit the needs of these particular roles. The author calls this approach "role-relevant" managerial research. With this central thesis in mind, he examines the role of the chief marketing officer (CMO) as an illustrative case study to identify areas of inquiry that are both novel and highly managerially relevant. This analysis reveals that of the seven core tasks of the CMO, three have been lightly investigated. The author concludes with advice to both academics and practitioners on how to increase the role relevance of academic research.
ISSN:0022-2429
1547-7185
DOI:10.1509/jmkg.75.4.211