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Getting Towards Tenure: 5 Things I Am Glad I Did in the First Five Years of My Academic Career
Kevin Lane Keller Tuck School of Business
Dartmouth College
DOCSIG, AMA Winter Educators’ Conference February 20, 2014
Five Things I am Glad I Did in the First 5 Years of My Academic Career n Learned from my co-chairs
n Jim Bettman & Rick Staelin
n Followed my interests & instincts n Emphasized the practical side of
marketing n Hit the ground running n Stay focused
Learned From My Co-chairs
n Develop best possible research skills n Invest heavily during doctoral program
n Jim Bettman n Importance of drawing out theoretical implications n How to write clearly & concisely
n Rick Staelin n Academic stamina & curiosity
n “It’s not over until it’s over”
n Power of models
Followed My Interests & Instincts n Took several major left or right
turns n Carnegie: Finance to Marketing n Fuqua: Quant to Behavioral n Pre-tenure: Began to write a textbook
n Strategic Brand Management
Emphasized the Practical Side of Marketing n Became involved with Marketing
Science Institute at early stage n Co-winner of their first dissertation contest
n Drew research inspiration from practical problems n Gave my research potential relevance,
applicability & impact n Provided huge teaching synergies: One
informed the other
Hit the Ground Running n Was programmatic in my research n Included a broad, macro conceptual model
in my thesis n Chapter 2: Provided context and direction
n Thesis: Advertising retrieval cues n Model: “A Memory-Based Model of Advertising Effectiveness”
n Developed 2-3 distinct, but related research streams n Wanted to be known for something interesting and
important n “The world’s expert in …”
7
Stayed Focused
n Don’t forget the Spandex Rule: “Just because you can … doesn’t mean you should!” n Scott Bedbury, ex-Nike & Starbucks
n Learn to say no! n Don’t be spread too thin n Especially with consulting & other
outside activities (“nickels & dimes”)
n Strive for the best at all times n Less is more
It’s Only Rock and Roll … But I Like It
n Lastly … work hard … but have fun! n It will all be fine in the end
Good Luck!