Marketing professors: paths and perspectives

Abstract

Purpose

The objective of this paper is to study how marketing professors see their job. How they assess their career paths, the reasons, and motivations underlying their professional choice, their points of view on the practices they employ, and their problems and difficulties, as well as the solutions they have found during the course of their professional development.

Design/methodology/approach

This study is exploratory and qualitative. Grounded theory technique was employed to collect and analyse the data.

Findings

There is a substantial diversity of professional paths and a quest for satisfaction and pleasure associated with the relative freedom and lower stress of the teaching profession, as compared to executive life.

Research limitations/implications

The exploratory and non‐conclusive nature hinder the findings to be generalised and the wideness of the problem making the analysis broad but not deep.

Practical implications

Understand marketing professors and raise some ideas about how to improve teaching performance.

Originality/value

The work should be of interest to academics, professors and educational organizations seeking to improve marketing teaching and learning.

Citation

Trindade Bacellar, F.C. and Akemi Ikeda, A. (2006), "Marketing professors: paths and perspectives", European Business Review, Vol. 18 No. 3, pp. 231-242. https://doi.org/10.1108/09555340610663746