BENCHMARKING MARKETING SCHOLAR PRODUCTIVITY

Abstract

Despite growing utilization of scholarly metrics to assess faculty research output, quality, impact, and productivity, the marketing discipline has yet to develop a comprehensive, generalizable benchmark for assessing scholar productivity. This study builds on and extends previous productivity benchmark studies by examining a considerably larger and more representative sample of over 1,000 marketing scholars from U.S. research-intensive schools and by assessing marketing scholar productivity over complete careers rather than for specific periods of time. Consistent with the objectives of benchmarking, the study findings enable educational administrators and faculty themselves to see exactly where a particular marketing scholar’s productivity falls within the range of scores.