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!