In this article, co-authors Maria Petrescu, John T. Gironda, Anjala S. Krishen, Adina Dudau, J. Ricky Fergurson, Steven A. Stewart, Philip Kitchen, and Monica Fine reflect on the inspiration behind their research article, “Students as Value Co-Creators in the Business Education Ecosystem,” published in the Journal of Marketing Education.
What motivated you to pursue this research?
This research was driven by the need to explore and enhance the value co-creation process within marketing education. As business schools and marketing programs face increasing pressures to adapt to changing student expectations and market demands, understanding how various stakeholders can collaboratively create value became essential, especially in a complex environment like marketing education. A central motivation was the shift from viewing students as mere consumers to active co-creators of value in their educational journey.
Were there any specific external events—political, social, or economic—that influenced your decision to pursue this research?
The COVID-19 pandemic profoundly impacted this study since it required rapid changes in educational delivery methods, particularly the shift to online and hybrid learning environments. These changes emphasized the importance of flexibility and responsiveness in marketing education, as well as the need to understand how different stakeholders—students, faculty, and employers—adapt and contribute to value creation during such disruptive times.
What has been the most challenging aspect of conducting your research? Were there any surprising findings?
One of the most challenging aspects of this research was capturing the diverse perspectives of multiple stakeholders and integrating them into a cohesive framework. It was also particularly difficult to balance the theoretical integration of Service-Dominant Logic (SDL) and Authority Theory. Surprisingly, the findings revealed significant variations in how different stakeholders value elements of the educational process, highlighting the complex interaction between authority, expertise, and student engagement in marketing education.
In what ways is your research innovative, and how do you think it will impact the field?
By emphasizing the roles of authority and collaborative engagement, this research provides actionable insights for marketing educators to design more effective, engaging, and student-centered programs. The impact of this work is expected to be substantial, guiding marketing departments in business schools in building stronger relationships with students and other stakeholders, ultimately improving the educational experience and outcomes.
What did not make it into your published manuscript that you would like to share with us?
An interesting aspect that was not included or was not developed enough in the published manuscript is related to the exploration of how generative AI tools and platforms can be employed to facilitate value co-creation in marketing education. Future research could focus more on the role of technology, AI, and hybrid intelligence in developing collaborative learning and engagement among students, faculty, and industry partners.
What advice would you give to new scholars and incoming researchers in this particular field of study?
For new scholars and incoming researchers in marketing education, our advice is to adopt an interdisciplinary approach and remain open to integrating various theoretical perspectives. Understanding students’ evolving needs and expectations and designing research responsive to these changes is important. Additionally, engaging with industry practitioners and staying attuned to market trends can provide valuable insights and keep your research relevant.
What is the most important/ influential piece of scholarship you’ve read in the last year?
Bengio, Y., Hinton, G., Yao, A., Song, D., Abbeel, P., Darrell, T., … & Mindermann, S. (2024). Managing extreme AI risks amid rapid progress. Science, 384(6698), 842-845. https://doi.org/10.1126/science.adn0117
Dr. Maria Petrescu (pictured) is an associate professor of marketing and associate dean of innovation at Embry-Riddle Aeronautical University. Her main research areas include marketing analytics, digital marketing, and AI. Dr. Petrescu has published articles in journals such as the Journal of Business Research, Industrial Marketing Management, Psychology & Marketing, Journal of Marketing Management, Journal of Product and Brand Management, Journal of Promotion Management, Journal of Retailing and Consumer Services, Public Management Review, Journal of Marketing Analytics, and Journal of Internet Commerce.
John T. Gironda is an associate professor of marketing at Nova Southeastern University. His teaching and research interests include marketing technology, digital and social media marketing, branding, marketing strategy, and consumer privacy issues. His research has been published in Industrial Marketing Management, Psychology & Marketing, Journal of Retailing and Consumer Services, Journal of Marketing Theory and Practice, and Journal of Marketing Management.
Anjala S. Krishen is the Mel Larson Endowed Chair of Marketing, and professor and department chair of marketing and international business at University of Nevada, Las Vegas (UNLV). She has a B.S. in electrical engineering from Rice University, and a M.S. marketing, MBA, and Ph.D. from Virginia Polytechnic Institute and State University (Virginia Tech). Anjala held management positions for 13-years before pursuing a doctorate.
Adina Dudau is a senior lecturer in management, associate research director, and PGR Director in the Adam Smith Business School at the University of Glasgow. Her research is highly interdisciplinary and anchored in public management, and she draws on several theoretical issues, including risk and crisis management, complexity theory, positive organizational behavior and management control. As a researcher, she has published in general management, public management, business education and accounting journals, such as European Management Journal, Public Management Review, Academy of Management Learning and Teaching and Financial Accountability and Management.
J. Ricky Fergurson is an assistant professor of marketing at Middle Tennessee State University. His teaching and research interests include retailing, sales and sales management, relationship marketing, and marketing strategy. He has published in Journal of Marketing Channels, Journal of Managerial Issues, and Journal of Marketing Analytics. He has also presented at a number of conferences including the Academy of Marketing Science, Society for Marketing Advances, and National Conference in Sales Management.
Steven A. Stewart is an associate professor of entrepreneurship at Furman University, where he teaches entrepreneurship and management courses. He has worked professionally in management and sales for NCR Corporation, S.C. Johnson and Walmart. Additionally, he serves on the advisory boards of several start-up companies. He has won numerous awards for teaching, including for teaching innovation by the Center for Entrepreneurial Excellence (CFEE, George Washington University) through the United States Association for Small Business and Entrepreneurship (USASBE), the W.A. and Emma Lou Crider Award for Excellence in Teaching, and the Rutherford Award for excellence in teaching and service in the MBA.
Philip Kitchen is a professor of marketing, ICN-Artem School of Business, Nancy, France and emeritus professor University of Salford, UK and Brock University, Canada. Kitchen is the founder and editor of the Journal of Marketing Communications (Routledge), and founder of the International Conference on Corporate and Marketing Communications (held annually since 1996). He has twice served as guest editor for the European Journal of Marketing and has published over 200 papers in journals including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, International Journal of Advertising, International Journal of Human Resource Management among others, together with 20 published books on marketing communications, corporate communications, marketing management and marketing theory.
Monica Fine is a professor of marketing and associate dean at Coastal Carolina University. Research authored by Dr. Fine has been published in a wide variety of outlets including: Journal of Brand Management, Services Marketing Quarterly, Journal of Digital and Social Media Marketing, Tourism, Culture & Communication, Southern Business Economic Journal and Operations Management Education Review.
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