Lee, Nick and Brown, Stephen (2013) Occupy academia! A dialectic dialogue. Social Business, 3 (3). pp. 225-242. doi:10.1362/204440813X13778729134327 ISSN 2044-4087.

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Abstract

Purpose:
To debate the nature and purpose of marketing scholarship in light of the social business agenda.

Design:
Since the standard academic article is part of marketing's 'problem', a pseudoSocratic dialogue is employed as an alternative to the clichéd conventions of scholarly communication.

Findings:
The authors fail to agree, let alone agree to disagree, on marketing scholarship in a social business-steeped setting.

Limitations and implications:
The unconventional – be it in terms of content or form or both – tends to be dismissed out of hand by hidebound traditionalists. But if no one is bothering to read conventional academic articles, perhaps their hidebound form is as much to blame as their turgid content.

Contribution:
In the process of challenging one another, the authors challenge academic communication conventions.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Social Business
Publisher:	Westburn Publishers Ltd.
ISSN:	2044-4087
Official Date:	2013
Dates:	Date Event 2013 Published
Volume:	3
Number:	3
Page Range:	pp. 225-242
DOI:	10.1362/204440813X13778729134327
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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