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Customer Needs and Solutions
Published in: Customer Needs and Solutions 3-4/2022

25-06-2022 | Reflections

Authentically Cornell: the Evolution of Marketing at Cornell

Authors: Manoj Thomas, Helen Chun, Sachin Gupta, Jura Liaukonyte, Suzanne Shu, Kaitlin Woolley

Published in: Customer Needs and Solutions | Issue 3-4/2022

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Abstract

The authors reflect on what makes the marketing department at Cornell University’s SC Johnson College of Business distinct from marketing departments in other business schools. They present a brief history of the study of marketing at Cornell, discuss the current structure of the department, the pedagogical approach, and the values and ideals cherished by the marketing faculty at Cornell.
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Footnotes
1
This ranking is based on publications listed in the UT Dallas Research database for the 2019 to 2021 period. The four top-tier journals include the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and Marketing Science. Columbia Business School, Booth School of Business and the Wharton School rank higher than Cornell in this list.
 
2
In the current structure, the marketing sub-area and the management communication sub-area are grouped together as one area with a common area coordinator. However, given the aim and scope of this article, we restrict our discussion to the marketing sub-area.
 
3
This is not an exhaustive list of marketing faculty members at the Johnson School. Our aim here is to provide some illustrative examples of the research activities that took place at the Johnson School in its formative years.
 
4
The Cornell SC College of Business offers 19 different degree programs with cross-school coursework and collaboration.
 
Literature
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Edmondson B (1996) Hospitality leadership: the Cornell Hotel School. Cornell Society of Hotelmen
2.
Joly H (2021) The heart of business: leadership principles for the next era of capitalism, Harvard Business Review Press
3.
Schmotter JW (1992) Not just another school of business administration: a history of graduate management education at Cornell University. Johnson Graduate School of Management, Cornell University
4.
Smith A (1776) The wealth of nations. Harriman House Limited
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Smith A (1790) The theory of moral sentiments. Penguin
6.
Stanton BF (2001) Agricultural economics at Cornell: a history, 1900–1990. College of Agriculture and Life Sciences at Cornell University
7.
Summers WC (2007) Hospitality goes global: the Cornell Hotel School. Cornell Hotel Society
8.
van Osselaer SMJ, Lim S (2019) Research productivity of faculty at 30 leading marketing departments. Mark Lett 30(2):121–137CrossRef
Metadata
Title
Authentically Cornell: the Evolution of Marketing at Cornell
Authors
Manoj Thomas
Helen Chun
Sachin Gupta
Jura Liaukonyte
Suzanne Shu
Kaitlin Woolley
Publication date
25-06-2022
Publisher
Springer US
Published in
Customer Needs and Solutions / Issue 3-4/2022
Print ISSN: 2196-291X
Electronic ISSN: 2196-2928
DOI
https://doi.org/10.1007/s40547-022-00129-0