Question

Topic: Career/Training

Suggestions Phd Research - Branding / Industrial ?

Posted by Anonymous on 2/15/2009 at 3:55 AM ET 250 Points
I come with about 10 years of experience in Industrial B2B Diesel Engine Marketing with companies like Cummins Inc, Kirloskar Oil in India. Hold a Bachelors in engineering and a MBA from Liverpool Uni, UK.

In the last one year I have taught full time to MBA Students but had to return to the engineering industry due to certain personal issues. I taught Brand Management and Industrial Marketing.

I now want to pursue my PhD - part time so that I can continue with my interests in Both the above subjects.

I need suggestions on a PhD topic that can marry both these fields.

Ive thought of ... "Analyzing the effectiveness of Brand Alliances in Industrial Marketing – A study in the Indian Diesel Engine market" ---- am open to suggestions and comments.


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RESPONSES

  • Posted by koen.h.pauwels on 2/15/2009 at 4:50 AM Accepted
    Choosing a PhD topic carefully is indeed important...it has to excite you for years to come. Three factors to consider are your own interest and expertise, supply/demand and the interests of your advisor.

    You already took care of the first factor. As for supply/demand, brand management is very mainstream (lots of other PhDs are working in this area) but industrial marketing is under-researched. The good news is that it is easier to make a substantial contribution and that you will stand out for positions among the many BtoC researchers, the bad news is that it may be harder to find learning resources. The Institute for the Study of Business Markets (ISBM) has great ones, including all-star online courses by industrial marketing professors around the world. Finally, make sure you choose to work with a faculty and an advisor who are truly interested in this area and can help you with content and connections

    Good luck
  • Posted by Jay Hamilton-Roth on 2/15/2009 at 8:48 AM Accepted
    Why not simply study the effectiveness of branding for all the major (or top 10) diesel engine manufacturers? This would give you extra value to any diesel engine manufacturer (either for employment or consulting) post-PhD.
  • Posted on 2/16/2009 at 6:25 AM Author
    <<<<>>>

    Branding exists very strongly in this market. I actually cant seem to put my finger on a way I can study its effect ?

    what do you propose ... a qualitative or a quantitative approach ? or may be a combination one. ??
  • Posted on 1/20/2012 at 2:49 AM Member
    I am bharat from gurgaon, happy to see that someone is working on a subject similar to what i am presently working on...

    i am pursuing my doctoral work on importance of brand in purchase decision of construction equipment ( Ex : Backhoe loaders, Crushers, Excavators...).

    just wanted to check, have u finalised on the topic and what is the status of the docotral work...
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