Academic brands and their impact on scientific endeavour : The case of business market research and researchers

Résumé En

This paper examines the significance of the rapid development of so-called “academic brands” in Marketing for the process of academic research and for the work and the careers of researchers: It focuses on the specific case of business market research and researchers. The paper starts by exploring the ideas behind the development of Consumer Culture Theory (CCT) and its impact on the academic community: CCT appears as an emblematic case of branding of an academic community. The paper then discusses the rapid emergence of the Service-Dominant Logic (SDL) as a case of branding which has a direct impact on business market research. The paper then relates the emergence of these two “brands” to developments in business market research and more specifically to the development of IMP as a brand. Finally, the paper draws some conclusions about the role of academic branding and its impact on scientific endeavour with emphasis on the future of business marketing research and researchers.