Career Research Productivity Patterns of Marketing Academicians

Abstract

Scholarly productivity is an important issue for all academic disciplines. Empirical examinations of career research productivity have not been conducted in the marketing discipline, however. This study reports the analysis and classification of total and career research publication 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 productivity. Patterns of productivity included those where academicians reached a peak productivity early or midway in their careers as well as those who produced at an increasing level over the course of their careers. Productivity levels were identified based on four groupings that included nonproducers, low producers (one to four articles), medium producers (five to nine articles), and high producers (10 or more articles). Approximately one-third of the cohort were nonproducers, one-third were low producers, and one-third were medium to high producers.