A vision of theory, research, and the future of business schools

Article Abstract:

The authors have distinguished between two broad types of research: studies dedicated to development and testing of theoretical explanations and studies seeking to generalize observed effects to settings of interest. Winer (1999 [this issue]) argues that the goal of making research conducted by marketing academics more relevant can be served by coupling theory studies with effects studies. Outcomes observed in the former type of study would gain external validity from the latter. While this notion has much intuitive appeal, the authors believe it is flawed. Generalizing the effects obtained in theory testing research by conducting additional effects studies using realistic data, such as scanner data, fails to take into account that theoretical explanation is not inherent in any set of data. An alternative view is offered in this article in which theoretical explanation serves as the basis for solving real-world problems and is the appropriate focus of business school education. (Reprinted by permission of the publisher.)

Analysis, Forecasts and trends, Study and teaching, Marketing research, Market research, Business schools, Theory (Philosophy)

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Crown Eyeglass: bad boy with vision

Article Abstract:

Crown Eyeglass has successfully pioneered discounting in the UK market for spectacles, according to Joseph Lee, chairman. The company has 49 Optical Centres in the UK, i addition to four Direkt Optic centers using an upmarket formula first tried out in Scandinavia. The company has enjoyed profit growth over a four year period and can thus fund new stores. Crown Eyeglass' profit is forecast at 800,000 pounds sterling for 1996 by Henry Cooke Lumsden.

Optical goods stores, Optical Goods Retail, Management, Optical shops, Opticians, Crown Eyeglass

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Russell's 20-20 vision

Article Abstract:

George Russell, chairman of Frank Russell and Co. pension consulting firm, traveled to China to locate investment opportunities. Russell plans to invest in China.

United States, Insurance Agencies and Brokerages, Insurance Agents & Brokers, Insurance industry, Interview, Frank Russell Co.

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