Department of Marketing The Practice of Management Research Professor Mark Gabbott Deputy Dean, Business and Economics

Department of Marketing Global Business = Global Research ? Academic Ethics = Business Ethics?

Department of Marketing Why Managerial Research? For Academics Relevance Impact Reality Check Insight New Ideas For Business Innovation Objectivity Concept testing Advantage Brand Alliance

Department of Marketing ‘Good’ International Managerial Research Means Super Sensitivity –To your own viewpoint –To the ‘cultural discourse’ –To the importance of ‘grey’ –To the role of ‘context’ for findings –To the damage of pre-judgement

Department of Marketing Things to watch out for (first) Initial Contacts –Use your network, use a title, use a local contact or alum, Research business etiquette –Language, meetings and meals, gifts and cards Specify ‘early’ –The detail of research, outputs, benefits etc Read the signs (yes, or no)

Department of Marketing Things to watch out for (second) The relationship –Real maintenance, develop trust Expectations –Hospitality, integration, reciprocity Outcomes –Reports, publications, and recognition Payment terms (if any) –University, personal liability, private

Department of Marketing University Environment 45 Code of Federal Regulations § 46 (2005) The National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research. The Belmont Report: Ethical Principles and Guidelines for the Protection of Human Subjects of Research Canadian Institutes of Health Research, Natural Sciences and Engineering Research Council of Canada, Social Sciences and Humanities Research Council of Canada, Tri-Council Policy Statement: Ethical Conduct for Research Involving Humans (with 2000, 2002 and 2005 amendments). EU European Code of Practice on Ethics in Research (SAS5 CT and EU Directive 2001/20 EC. The Joint NHMRC/AVCC Statement and Australian Code for the Responsible Conduct of Research NESH(Norway) CODEX (Sweden),

Department of Marketing The Problem Significant frameworks for reviewing research in the design phase Obvious procedural guidelines Clear responsibilities for researchers in relation to data, disclosure, consent etc But what happens in the field ?

Department of Marketing Key Ethical Challenges in Management Research Conflict of interest and affiliation bias –Sponsors, researchers, association Gifts (hospitality and bribes) –Guanxi, socialisation, and promises Power relations –Employer/employee, Exposure to Harm or Wrong –Biscuits, vilification or death ? Confidentiality and Privacy –Data, NDA, competitor intelligence

Department of Marketing Conduct ‘Too many researchers leave home and forget their luggage’ –Ethical review still applies –International business practice can be tricky –Watch out for yourself and your project

Department of Marketing So... Maintain some perspective –How much is the research worth ? Be clear what you will and won’t do –Rehearse scenarios Be clear about detail ‘up front’ –Will come with experience Don’t jeopardise the reputation of yourself, your research or your institution

Department of Marketing Managerial Research