Three challenging trends for marketing strategy – and B2B – doctoral education
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 21 January 2019
Issue publication date: 23 April 2020
Abstract
Purpose
The purpose of this paper is to share personal observations regarding three trends that pose challenges for marketing doctoral programs and the development of B2B scholar-researchers.
Design/methodology/approach
The author raises questions and looks to the body of marketing and B2B scholars to seek answers – if they agree that these trends threaten to undermine the strength of marketing doctoral education.
Findings
The study has no findings, just observations and thoughts from a marketing strategy and B2B researcher who has been involved in doctoral education in various ways.
Originality/value
This paper represents only the author’s perspective.
Keywords
Acknowledgements
This paper forms part of the special section “Research on Business and Industrial Marketing and Networks – Taking Stock, Looking Ahead”, guest edited by Vishal Kashya and Michael Kleinaltenkamp.
Citation
Scheer, L. (2020), "Three challenging trends for marketing strategy – and B2B – doctoral education", Journal of Business & Industrial Marketing, Vol. 35 No. 4, pp. 619-621. https://doi.org/10.1108/JBIM-09-2018-0265
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited