Jeffrey S. Conant

A Framework for Conducting a Services Marketing Audit

The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.

Mastering the Art of Teaching: Pursuing Excellence in a New Millennium

Being a marketing educator has never been more challenging than it is today. Student expectations and institutional accountability standards are rising with regard to the quality of instruction. Research and publication pressures continue to increase as colleges and universities seek to competitively differentiate themselves in the eyes of multiple stakeholders. At a minimum, today’s faculty members are expected to demonstrate effectiveness in both teaching and research. Earning tenure, promotion, and above-average merit pay requires excellence in both domains. Much has changed in the past 15 years, and an updated examination of teaching excellence is warranted. This article finds that many of the fundamentals associated with master teaching 15 years ago remain the same today: strong communication skills, use of an interactive style, and asking thought-provoking questions. One major new characteristic, use of technology, is identified and has the potential to become even more important in the future.

Marketing strategy development styles, implementation capability, and firm performance: Investigating the curvilinear impact of multiple strategy-making styles

There is growing interest in the process by which marketing strategy is developed. This article reports on a study in which we investigate the performance implications of using multiple organizational approaches to the development of marketing strategy. Specifically, we test a model in which implementation capability mediates the relationship between number of marketing strategy development (MSD) styles used and firm performance. Based on data collected from manufacturers, the results indicate that: (1) the relationship between the number of MSD styles used and implementation capability is curvilinear (an inverse U-shaped relationship), (2) implementation capability positively impacts firm performance, and (3) implementation capability mediates the relationship between number of MSD styles used and firm performance.

Marketing program planning, process benefits, and store performance: An initial study among small retail firms

Abstract Despite the importance of thinking strategically when adapting to environmental change, independent retail firms often find that day-to-day operational demands inhibit their ability to participate in the marketing planning process. Further, the marketing and retailing literature provides few insights to retailers interested in better understanding how to plan most effectively. Past research has emphasized the formal aspects of planning and the empirical evidence is mixed regarding the relationship between planning and performance. This study develops new measures of both marketing program planning (MPP) and the intermediate process benefits that result from planning. We then assess their impact on performance using data collected from independent computer store retailers. Results indicate 1) the planning dimension “strategic clarity” is significantly related to the process benefits “market knowledge” and “marketing program effectiveness,” 2) process benefits mediate the relationship between planning and performance, and 3) process benefits are positively related to financial performance.

Master Teaching: Pursuing Excellence in Marketing Education

This article reports results of a study undertaken with 144 of the marketing disciplines most effective teachers. Contacted through the mail, these master teachers were asked to explain the reasons for their success. Results indicate that they are excellent communicators, possess a real-world perspective, genuinely care for their students, and pride themselves on being organized and prepared. Additional insight on improving lectures, developing syllabi, enhancing student involvement, giving exams, and building student rapport is also provided by the findings.

Master Teaching Revisited Pursuing Excellence from the Students' Perspective

This article examines effective teaching from the student perspective. Results indicate students value marketing educators who possess strong communication skills, are genuinely caring, and inject a real-world perspective into their classes. Additional insights were gained by asking the students who participated in the study about lecturing, course syllabi, student involvement and class discussion, the evaluation of student performance, and the development of student rapport.

Management styles and marketing strategies: an analysis of HMOs.

The results of a recently conducted national study indicate that a variety of strategic management styles are being pursued by HMOs, and that relationships exist between these styles and marketing strategies. The findings themselves have strategic relevance for HMOs and other health service providers.

Marketing Dissertations: Profiling the Successful Thesis Candidate

This article reports results of a field study undertaken with 34 marketing doctoral program advisors. The respondents were contacted through the mail and asked to identify the differentiating characteristics of their most successful dissertation-stage doctoral candidates. The doctoral advisors who participated also were asked to provide suggestions on dissertation topic identification, chairperson selection, committee management and coordination, and proposal development. Results indicate that successful dissertation-stage doctoral candidates are perseverant, intellectually curious, and methodologically competent, and that they possess strong interpersonal skills. The findings have direct and meaningful implications both for doctoral candidates and faculty involved in doctoral education.

Success in Academia: Navigating the Introduction Stage of the Faculty Career Life Cycle

Assistant marketing professors begin their careers with the objective of becoming productive researchers, effective teachers, and capable servers. This article reports results of a study undertaken with 83 of the marketing discipline’s newest faculty members. These educators were asked to evaluate the preparation they had received as doctoral students and provide suggestions for improving the doctoral student to faculty member transition. Results indicate assistant marketing professors feel significantly better prepared for the challenges associated with research than they do teaching. Respondents’ suggestions for improving doctoral program preparation in regards to both teaching and research are also summarized.

Examination Procedures in Marketing Education: Profiling Marketing’s Master Teachers

Marketing educators often have difficulty deciding on an examination procedure. This study reports the results of a national survey of marketing educators and students that was undertaken to ascertain what effective marketing educators do when designing examinations.