CONTENTS About the Editor
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Contributors
xv
Series Preface
xvii
Introduction. Business-to-Business Marketing Education in the Twenty-First Century J. David Lichtenthal The Impetus for This Topic Purpose and Content Closing Remarks
1 1 2 5
PART I: DOCTORAL PROGRAMS Doctoral Programs in Business-to-Business Marketing: Status and Prospects Erwin Danneels Gary L. Lilien Introduction PhD In Business: A Look Back Data Collection Analysis Program Characteristic Differences Admission Criteria Courses and Tracks Relevance and Preparation for Teaching Character of Programs with Emphasis in Business-to-Business Deficiencies in Faculty Applicants in Businessto-Business Placements Discussion For Business Schools School Recommendation 1: Recruit Actively and Nontraditionally
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9 10 13 17 19 19 22 26 28 31 32 34 36 36
School Recommendation 2: Internships, Sabbaticals, and Postdocs School Recommendation 3: Rethink Reward Systems For Prospective PhDs (and Recent Graduates) Candidate Recommendation 1: Partner Early and Often Candidate Recommendation 2: Focus on Real Problems Candidate Recommendation 3: Consider Industry Employment Conclusions Challenges for Business-to-Business Doctoral Programs: A Commentary Grahame R. Dowling Topics Addressed: Doctoral Research, Its Impact, About Applied Research A Program of Action for Business-to-Business Doctoral Programs: A Reply to Commentary Erwin Danneels Gary L. Lilien Topics Addressed: Business Marketing Context, Rigor versus Relevance, Academic Reward Systems
36 36 37 37 37 37 37 41
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PART II: EXECUTIVE EDUCATION PROGRAMS The Pedagogy of Executive Education in Business Markets Narakesari Narayandas V. Kasturi Rangan Gerald Zaltman Introduction Emergence of a Conceptual Structure in Business Marketing Education Toward a Contextual Emphasis: Executive Education in the 1990s Pedagogical Methods and Objectives Traditional Executive Programs Customized Executive Education Action Learning The Role of Technology
51
51 52 56 57 57 59 60 63
Design Principles for Future Executive Education in Business Marketing The Paradox of Current Knowledge Metaphors As Discovery Tools Linking Explicit with Implicit Knowledge Anomaly Detection Appendix: Tools for Delivery Lectures and Case Discussions The Role of Simulations Business Marketing Executive Education: A Commentary Elizabeth J. Wilson Topical Trends in Business Marketing Executive Education Delivery of Business Marketing Executive Education Approximating Action Learning in the EMBA Classroom Executive Education in Business Markets: A Reply to Commentary Narakesari Narayandas V. Kasturi Rangan Gerald Zaltman
64 66 67 68 68 70 70 71 75 75 76 78 81
Topics Addressed: Conceptual Structure in Business Marketing Education, Pedagogical Methods and Objectives, Action Learning, Role of Technology, Future Education in Business Marketing PART III: MASTER’S PROGRAMS Master’s-Level Education in Business Marketing: Quo Vadis? James A. Narus James C. Anderson Methodology Research Procedure Research Analyses Results Discussion Promoting Growth in Business Marketing Education
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89 89 93 94 95 97
Reducing the Shortage of Master’s-Level Teaching Materials Building a Business Marketing Educators’ Network Conclusion Master’s-Level Business Marketing Education: A Commentary Earl D. Honeycutt Jr. Introduction Discussion Suggestions for Future Research Concluding Thoughts Making Business Marketing More Prominent in Master’s Programs: A Reply to Commentary James A. Narus James C. Anderson Topics Addressed: Expanding the Scope of Businessto-Business Education, Areas for Further Research, Experience in Business Marketing
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PART IV: UNDERGRADUATE PROGRAMS Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum Michael D. Hutt Thomas W. Speh Place in the Curriculum Directions in Business Marketing Practice Strategic Trends in Purchasing Relationship Marketing High-Technology Markets Cross-Functional Connections Fast-Paced Product Development Central Themes and Knowledge Areas Business Market Characteristics Organizational Buying Behavior Evaluating Market Opportunity Relationship Marketing Marketing’s Cross-Functional Relationships Managing and Integrating Strategy Variables
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116 117 118 121 123 125 127 129 129 129 130 130 131 132
Course Design Skill Development A Two-Course Sequence Conclusions Business Marketing Education’s Distinctive Role in the Undergraduate Curriculum: A Commentary Gul Butaney Strategic Trends in Purchasing and Supplier Relations Management Relationship Marketing High-Technology Product Marketing Faster, Better, and Friendlier Product Development Cross-Functional Integration Concluding Summary Linking Content to Practice in the Business Marketing Course: A Reply to Commentary Michael D. Hutt Thomas W. Speh Strategic Trends in Purchasing Relationship Marketing High-Technology Product Marketing Faster, Better, and Friendlier Product Development Cross-Functional Integration A Concluding Note
133 133 134 135 139
140 142 144 146 147 148 151
151 152 153 153 153 154
PART V: ALTERNATIVE TECHNOLOGIES Technology in the Classroom: Teaching Business Marketing in the Twenty-First Century Richard P. Vlosky David T. Wilson Introduction Why Use Technology in the Classroom? Advanced Technology Classrooms Integrated Software The Internet and Marketing Education The World Wide Web
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159 160 162 163 164 165
Challenges and Success Summary Technology in the Business Marketing Classroom: A Commentary Carlos M. Rodriguez Topics Addressed: Student Learning Styles, Critical Thinking Capability, Instructional Technology Technology and Learning in the Classroom: A Reply to Commentary Richard P. Vlosky David T. Wilson Topics Addressed: New versus Traditional Approaches, Educational Processes
167 168 171
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PART VI: BUSINESS MARKETING TEXTBOOKS Business-to-Business Marketing Textbooks: A Comparative Review Klaus Backhaus Katrin Muehlfeld Diana Okoye Introduction The Selection of Textbooks for Comparison Criteria and Methodology Basic Capabilities Skills Knowledge Understanding Applications Analysis, Synthesis, and Evaluation Results Formal Structure Textbook Group 1 Textbook Groups 2 and 3 Approach Textbook Group 1 Textbook Group 2 Textbook Group 3 Breadth of Thematic Portrayal and Inclusion of Current Themes
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181 182 183 185 185 186 190 193 194 194 194 194 195 196 196 197 198 199
Textbook Group 1 Textbook Group 2 Textbook Group 3 Depth of Thematic Treatment Textbook Groups 1 and 2 Textbook Group 3 Comprehensibility of the Texts Visual Comprehensibility Link Between Theory and Practice Developing More Complex Capabilities Conclusions Objective 1: Knowledge Objective 2: Contribution to the Development of Cognitive Capabilities Limitations and Directions for Future Research Comparative Review of Business-to-Business Marketing Textbooks: A Commentary Gul Butaney About the Taxonomy Enhancement of the Criteria and Their Application Concluding Summary Comparative Review of Business-to-Business Marketing Textbooks: A Commentary Michael D. Hutt Thomas W. Speh The Positioning of the Texts Building a Foundation Business Market Characteristics The Purchasing Organization Organizational Buying Behavior Hurdles for a Transaction-Types Perspective Developing a Relationship Marketing Perspective Relationship Strategies E-Commerce Tools Supply Chain Management Hurdles for a Transaction-Types Perspective
199 200 201 202 202 202 203 203 205 208 210 210 214 214 223 224 225 230
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234 235 235 235 236 236 237 237 238 238 238
Capturing Strategic Marketing Content Hurdles for a Transaction-Types Perspective Conclusions Comparative Review of Business-to-Business Marketing Textbooks: A Commentary James A. Narus Crafting a Business Marketing Textbook Criticisms of the Research Where Are the Validity Test Results? What Methodology Did the Authors Actually Use? Do the Research, Data, and Findings Support Their Conclusions? Comparative Review of Business-to-Business Marketing Textbooks: A Commentary Richard E. Plank Topics Addressed: Education As a Process, Changes in Business Marketing Practice, Standardization and Synchronization Business-to-Business Marketing Textbooks: Replies to Commentaries Klaus Backhaus Katrin Muehlfeld Diana Okoye Introduction Reply to Professor Butaney’s Comments Reply to the Comments of Professors Hutt and Speh Reply to Professor Narus’s Comments Reply to Professor Plank’s Comments Some Thoughts on Future Developments of Businessto-Business Marketing Textbooks
239 239 240 243 243 249 249 253 255 259
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267 268 269 271 275 276
PART VII: BOOK REVIEW Review of Cabell’s Directory of Publishing Opportunities in Marketing J. David Lichtenthal
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Index
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