CAREER RESEARCH PRODUCTIVITY PATTERNS OF MARKETING ACADEMICIANS

Scholarly productivity is an important issue for all academic discipli nes. Empirical examinations of career research productivity have not b een conducted in the marketing discipline, however. This study reports the analysis and classification of total and career research publicat ion activity for a cohort of 374 marketing academicians over a 20-year period The analysis revealed seven different career patterns as well as substantial differences in overall levels of career research produc tivity. Patterns of productivity included those where academicians rea ched a peak productivity early or midway in their careers as well as t hose who produced at apr increasing level over the course of their car eers. Productivity levels were identified based on four groupings that included nonproducers, low producers (one to four articles), medium p roducers (five to nine articles), and high producers (10 or more artic les). Approximately one-third of the cohort were nonproducers, one-thi rd were low producers, and one-third were medium to high producers. (C ) 1998 Elsevier Science Inc.