Kyle E. Brink

Learning Goals of AACSB-Accredited Undergraduate Business Programs: Predictors of Conformity Versus Differentiation

Learning goals are central to assurance of learning. Yet little is known about what goals are used by business programs or how they are established. On the one hand, business schools are encouraged to develop their own unique learning goals. However, business schools also face pressures that would encourage conformity by adopting goals used by others. The authors examined the extent to which learning goals of business programs are unique versus similar. Their evidence suggests business schools adopt goals that are quite similar. Public schools and lower ranked schools were more likely to demonstrate such conformity. The implications of goal similarity are discussed for management education and assurance of learning.

Developing a New Theory of Frontline Manufacturer-Retailer Relationships for Consumer Packaged Goods

ABSTRACT Purpose: Frontline employees from consumer packaged goods (CPG) manufacturers, and the retailers’ employees who they interact with, play a crucial role in the in-store execution of product promotions and in ensuring that products are available for shoppers. This article investigates the development of interpersonal relationships between these frontline actors at the store-level of analysis and how these relationships influence in-store processes. We consider the theoretical and practical implications of our findings for sales force recruiting and sales management in the CPG retail channel. Methodology/approach: Frontline relationships and in-store execution remain relatively under researched fields in the sales management and retail literatures. Given the lack of a well-established theoretical framework, we conducted a qualitative study in the grounded theory research tradition. We interviewed frontline personnel from manufacturers and retailers, their immediate managers and headquarters personnel and other industry experts. We took a holistic approach to data collection; also gathering other types of written, photo and video data for the purpose of iterative data analysis and developing a mid-range theory of relationship development between manufacturer representatives and retailer employees, the frontline employees tasked with executing marketing and merchandising strategies in the store. Findings: We develop a model of frontline relationship development and performance consisting of 4 distinct stages: (1) working alongside, (2) building respect, (3) cooperative relationship (helping hands), and (4) collaborative partnership. We compare our findings with existing relationship marketing and relationship management theories. We find that an alternative theoretical framework may suit the particularities of the CPG retail channel better. Research implications: This article provides insight into a very specific but important type of business-to-business relationships in the CPG retail channel that have seen little scholarly attention. It calls for re-evaluating the relevance of existing relationship marketing and sales management paradigms in the CPG retail channel. Future research could investigate the extent to which our model is applicable in sales environments beyond the CPG retail channel. Practical implications: The study’s findings contribute to the practice of relationship marketing and sales management in the CPG retail channel. We present a case for a different approach of managing manufacturer-retailer relationships at the store level, a more functional tactic, which seems to deliver higher relationship performance than expected under the relationship marketing paradigm prevalent in sales and retail literatures. This different approach has direct consequences for the recruitment and management of a CPG sales force.

Examining US college students’ career information sources across three decades

Purpose The purpose of this paper is to examine the career information sources used by university students and identify whether the use of the various sources differs across three generational cohorts. Design/methodology/approach A survey was administered to 322 students majoring in food marketing and related fields at 12 US universities. The results were compared to prior survey results from 1995 to 2004. Findings Students continue to use many of the same sources for career information, but use them more frequently. College professors/courses were the most fruitful sources, followed closely by career fair/company visit, job/internship, and family/relatives. Although career centers and counselors were used less frequently, their use is growing. Written materials are used the least, and their use is declining. Research limitations/implications The sample is limited to the food and consumer packaged goods (“food/CPG”) industry. It is also limited to US college students. Practical implications If organizations and recruiters want to reach and attract millennial students, establishing and fostering relationships with university personnel, especially faculty, is critical. Investing in course activities (e.g. guest lectures, case studies) and industry experiences (e.g. jobs and internships) is also important. Originality/value This is the first study to examine the use of career information sources across generational cohorts specifically in the context of the food/CPG industry. The results are bolstered by robust samples and the time-lag design.