Authors: John Nicholson; Paul Johnston; Simon Kelly
We propose an approach to the study and research of marketing in Doctor of Business Administration (DBA) programmes that has the potential for narrowing the academic- practitioner divide. Our paper relates to a period of doctoral study undertaken by one of the authors of this paper that investigated an aspect of business to business marketing termed the sales and marketing interface (Dewsnap & Jobber 2000 Malshe et al. 2016) in relation to the phenomenon of value proposition production. Insights and explanations are therefore drawn from a single explanatory case study (Yin 2008) relating to the experiences of a DBA student who was a former practitioner, now currently employed as a business school academic and commercial consultant. The case study covers the student’s period of study and thesis completion on a professional doctorate programme between 2013 and 2018.
Journal: ( – )
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Publish Year: 2018
Conference: Marseille, France (2018)