An Empirical Examination of the Three Dichotomies of Marketing Academe Model

Abstract

This paper proposes a three dichotomies model that encompasses the performance of marketing faculty members in the areas of teaching, research, and service. First, each area is discussed in regard to marketing faculty member performance. Second, employing acceptable/unacceptable performance levels for teaching, research, and service, a 2 × 2 × 2 matrix of eight cells is proposed. One hundred nine chairs, a 24 percent sample response rate, completed a Web survey that addressed four research questions. Chairs rated 930 marketing faculty as being 87 percent effective teachers, 66 percent productive researchers, and 71 percent involved service providers. Forty-seven percent of total faculty performed satisfactorily in all three performance areas. Study results confirmed different performance levels based on institutional mission (teaching, research, or balanced institution), public/private financing, and union/nonunion organizational status. These findings provide insight for marketing faculty members and offer managerial implications for business school/college administrators.