1. Getting Towards Tenure:
5 Things I Am Glad I Did in the First
Five Years of My Academic Career
DOCSIG, AMA Winter Educators’ Conference
February 20, 2014
Kevin Lane Keller
Tuck School of Business
Dartmouth College

2. Five Things I am Glad I Did in the
First 5 Years of My Academic Career
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Learned from my co-chairs
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Jim Bettman & Rick Staelin
Followed my interests & instincts
Emphasized the practical side of
marketing
Hit the ground running
Stay focused

3. Learned From My Co-chairs
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Develop best possible research skills
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Jim Bettman
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Invest heavily during doctoral program
Importance of drawing out theoretical implications
How to write clearly & concisely
Rick Staelin
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Academic stamina & curiosity
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“It’s not over until it’s over”
Power of models

4. Followed My
Interests & Instincts
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Took several major left or right
turns
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Carnegie: Finance to Marketing
Fuqua: Quant to Behavioral
Pre-tenure: Began to write a textbook
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Strategic Brand Management

5. Emphasized the
Practical Side of Marketing
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Became involved with Marketing
Science Institute at early stage
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Co-winner of their first dissertation contest
Drew research inspiration from
practical problems
Gave my research potential relevance,
applicability & impact
n Provided huge teaching synergies: One
informed the other
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6. Hit the Ground Running
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Was programmatic in my research
Included a broad, macro conceptual model
in my thesis
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Chapter 2: Provided context and direction
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Thesis: Advertising retrieval cues
Model: “A Memory-Based Model of Advertising Effectiveness”
Developed 2-3 distinct, but related
research streams
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Wanted to be known for something interesting and
important
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“The world’s expert in …”

7. Stayed Focused
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Don’t forget the Spandex Rule:
“Just because you can … doesn’t
mean you should!”
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Learn to say no!
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Scott Bedbury, ex-Nike & Starbucks
Don’t be spread too thin
Especially with consulting & other
outside activities (“nickels & dimes”)
Strive for the best at all times
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Less is more
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8. It’s Only Rock and Roll …
But I Like It
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Lastly … work hard … but
have fun!
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It will all be fine in the end

9. Good Luck!