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5 - Research, Marketing, and Managing Resources

Published online by Cambridge University Press:  18 November 2019

Peter Lorange
Peter Lorange
Affiliation:
Zurich Institute of Business Education
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Summary

This chapter falls into these related parts. The first deals with research: why it is different today than before, why a library is no longer essential, as well as the training of faculty members to become good researchers. Strong, relevant research is a key driver for marketing, and the Dean/President typically would play a key role here, above all by communicating effectively key research findings. The Dean/President is typically also critical in finding a reasonable balance when it comes to how much resources that is spent on research verses on marketing.

Keywords

ResearchLibraryTraining of researchersCommunications in marketingResource management
Type
Chapter
Information
The Business School of the Future , pp. 82 - 96
Publisher: Cambridge University Press
Print publication year: 2019

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