European marketing research and tenure track - exploratory study
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
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Author
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
74
Series
Abstract
This master’s thesis uses historical data of the 75 highest ranking European marketing departments along with 26 Nordic non-highly ranking departments to explore the development of research. Special emphasis was given to find out whether the implementation of tenure track has impacted the research. This analysis resulted in several interesting notions about the changes in the European field of marketing. First, it was found out that the research productivity has decreased after the implementation of the tenure track. Between 1997 and 2009 publications in top journals per year per academic was around 0,245 and between 2010 and 2022 it was around 0,200. Second, this thesis illustrates that the quantity of publications in top journals researchers have been publishing as an assistant professor before promotion to associate professor has been decreasing. Furthermore, the quantity of publications in top journals before promotion to full professor has been gradually decreasing. Third, it was found out that between 1996 and 2022 the percentage of top journal publications among all publications in the data set has been decreasing. This may possibly be the result of two phenomena: 1. diversification of the journals available, 2. top researchers have relocated to universities outside of Europe and/or fewer extraordinarily performing researchers are starting their careers in European top universities or Nordic universities. Fourth, the annual citations per publication have also been decreasing in the top European universities during the tenure track era. In the early 2000s the annual citations per publication were on an upward trajectory, but this trend did not continue in the 2010s. Fifth, in the tenure track era, average research papers have more co-authors than they had before the implementation of it. Furthermore, the yearly increase in the average number of co-authors is greater in the tenure track period. Sixth, there are now more external collaborations beyond the limits of one’s own institution than there were 20 years ago. Interestingly, the yearly increase in the average number of affiliations per publication is now greater than the yearly increase in the average number of authors per publication. Seventh, the top journals are now less dominant in the European field of marketing than they were in the pre-tenure track period. In the pre-tenure track period 12,5% of the publications of the sample academics were published in the top-journals, while their share is only 8,6% in the tenure track period. Eight, the highest-ranking universities among the universities in the sample have not significantly increased their productivity compared to the lower ranking universities. Of the top 70 European marketing departments, the ranks 31-40 had the most increase in productivity. Nineth, the researchers in the sample were the first authors in 44,9% of their publications in the pre-tenure track period and 31,1% in the tenure track period. However, before making any conclusions about the decrease, the increase in the number of authors should be considered. Tenth, the analysis on Author Keywords and titles of the publications reveals interesting changes between periods, journals and ranks of professorships. There are changes not only in the topics, but also in the language used.Description
Thesis advisor
Weijo, HenriKeywords
tenure track, research impact, research productivity, research performance
