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1 results

  • 5 - Research, Marketing, and Managing Resources

  • Peter Lorange
  • Book:
    The Business School of the Future
    Published online:
    18 November 2019
    Print publication:
    21 November 2019, pp 82-96

  • Summary

    This chapter falls into these related parts. The first deals with research: why it is different today than before, why a library is no longer essential, as well as the training of faculty members to become good researchers. Strong, relevant research is a key driver for marketing, and the Dean/President typically would play a key role here, above all by communicating effectively key research findings. The Dean/President is typically also critical in finding a reasonable balance when it comes to how much resources that is spent on research verses on marketing.