Is your doctorate really necessary?

Abstract

Purpose

To respond to, endorse and elaborate the Viewpoint, “Academia, marketing myopia and the cult of the PhD” in the issue preceding this one.

Design/methodology/approach

Accepted as a Right‐to‐Reply paper, with permission to “think aloud”.

Findings

The classic PhD degree does not belong in an applied social science such as marketing, but the less well‐known Doctor of Business Administration (DBA) does. Those who pursue it will emerge better qualified to teach this real‐world subject, without compromising their second role as researchers into the knowledge base. Every institution calling itself a “business school” should therefore prefer the DBA as the route to establishment/tenure and promotion.

Research limitations/implications

A personal opinion, but based on broad and deep experience of marketing education.

Practical implications

The hegemony of the “scientific” PhD needs to be challenged, if academic marketing is to have a meaningful future.

Originality/value

A persuasive argument for an authoritative source.

Citation

Thomas, M.J. (2007), "Is your doctorate really necessary?", Marketing Intelligence & Planning, Vol. 25 No. 4, pp. 306-307. https://doi.org/10.1108/02634500710754556