Review paper
Making a Niche: The Marketization of Management Research and the Rise of ‘Knowledge Branding’
Abstract
In this essay, we discuss an underexplored and consequential aspect of management scholarship that we term ‘Knowledge Branding’. Knowledge Branding refers to forms of market-oriented work undertaken when creating, maintaining and developing niches of research. We consider some of the conditions and consequences of Knowledge Branding in the formation and expansion of management research sub-fields, and then suggest how its more damaging effects...
Paper Details
Title
Making a Niche: The Marketization of Management Research and the Rise of ‘Knowledge Branding’
Published Date
Feb 28, 2018
Volume
55
Issue
4
Pages
728 - 734
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