Evaluating and Motivating Faculty Performance: Challenges for Marketing Chairs

Abstract

This paper seeks to understand (1) how chairs evaluate and motivate faculty performance and (2) how these practices challenge marketing chairs. One hundred nine chairs, a 24 percent sample response rate, completed a Web survey that addressed five research questions. First, teaching and research performance importance levels differed based on institutional mission. Second, similar methods were employed to evaluate faculty member teaching performance regardless of institutional mission. Third, most business schools/colleges require five to six articles for promotion and tenure; however, publication reputation and quality differ. Fourth, chairs allocated different priorities to faculty member service activities based on mission. Fifth, financial incentives were employed to motivate higher levels of research performance; but nonfinancial approaches were utilized for improving teaching performance and service engagement. These findings and implications for marketing chairs regarding the management of marketing academics are discussed.