How to Translate Research Into Teaching

At any leading business school, one of the most important goals is to foster an environment of successful academic research. This is especially true at research-intensive business schools where a core of solid, productive researchers leads to recognition and ranking among the top business schools. This chapter examines how business schools contribute to education by translating their great research into great teaching for graduate business-to-business marketing classes (including MBA programs with such classes). First, the authors present some of the most recent findings on teaching excellence, which pertains to business instructors, as well as to academics in general. Next, they explore the specific opportunities and responsibilities facing the business-to-business marketing academic. The authors then discuss the process by which business-to-business marketing academics can transform our research in meaningful ways and deliver value to our practitioner audience in the classroom.