Interview with Prof. Eric Boyd

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Prof. Eric Boyd

By José L. Ruiz-Alba

Eric Boyd is Professor of Marketing, James Madison University (USA).

Associate Editor, Marketing Area, Journal of Business Research since 2015.

Eric will run a workshop in CBIM2018 International Conference for the participants in the Conference. The material is based on Eric’s experiences publishing in peer-reviewed journals like Journal of Marketing Research and Journal of Marketing and his service as an editor and editorial review board member for journals like Journal of Business Research and Journal of the Academy of Marketing Science.

Eric, you have kindly accepted our invitation to join us for the CBIM2018 International Conference and to run a workshop with the title: “ 10+ Habits of a Productive Researcher: Small Changes in How You Think About and Do Research That Will Increase Your Research Productivity” can  you please talk us about this workshop?

The workshop discusses several habits that I believe contribute to research productivity and the habits are based on my experience publishing in peer-reviewed journals and as an editor for them.  There are habits for each part of the research process beginning with the selection of a research topic and including habits related to methods of analysis, the choice of collaborators, and the submission of articles.

Can you tell us about your main areas of research?

My main area of research is the marketing-finance interface, focusing on how marketing investments and actions contribute to financial performance.  Within that research space, I have primarily focused on inter-firm issues like new product alliances and B2B marketing, and corporate governance related to marketing’s role in top management.

How do you see the future areas of research in B2B marketing?

I believe it is an exciting time for research in B2B marketing because of advancements in technology and the adoption of these technological advancements by B2B marketers.  For instance, marketing automation programs are enabling B2B marketers to play an increasingly important role in generating leads and nurturing leads in ways that we are only just beginning to understand.  I also think that B2B marketing’s use of content marketing is another exciting area of research.

What message do you have for young researchers on marketing?

Be strategic!  By that, I mean know what you want to achieve professionally and design a research program aligned with those goals.  I also would recommend not shying away from submitting a paper to the top journals in marketing if you have something important to say and have been methodologically rigorous in your study.  All too often, I encounter junior faculty who don’t feel they have what it takes to publish in JM, JMR, etc.  Don’t self-select out of those journals. Be aspirational!