Beyond Academic Career Progression, Job Enhancement and Promotion: Who are the Marketing/Management Lecturers Really Addressing in their Research Writings?

It is the mantra in the academic world to either “publish or perish”. Without publications in journals, and attendance in National and International Conferences,it is practically impossible for lecturers/tutors to proceed to the nextcareer grade or promotion especially in Nigerian tertiary institutions. The current mantra “publish or perish” drives all faculty members and lecturers towards research and publication in reputable journals. Most especially in the universities and most first generation polytechnics in Nigeria, where the value of the publication is respected when it is in refereed journals, preferably those which have achieved very high reputation. This paper is to examine the extent to which academic research papers must inform, educate, contribute to knowledge and entertain the practitioners who are engaged in either management or business lecturing. There are evidences in the western world of Europe and America especially, and particularly in Nigeria that our management and business journals are neither read nor recognized by the practitioners. Do the practitioners and government officials even read or consult our journals in Nigeria? The consequences for academics and other writers is that if our papers are not read by practitioners in the subject area is very fundamental. We can use the research papers for professional career promotion in our place of employments, but should this be the only reason? We must try to write and publish our papers to meet the demands of academically related journals and publications, which will further our careers and also to use the outlets that are likely to be read by the practitioners. It is a somewhat difficult, but not an impossible task. The evidence from this paper especially from the United Kingdom and Nigeria will lay semblance to what is obtainable in Nigeria. The readership of our work most likely are disappointingly exclusive. This paper evaluates the models of academic research writing, the sources of materials for writers and lecturers in research writing, the findings indicates that if lecturers research writings must be useful, it must involve practical facts relevant to management managers, who will invariably alter their reading habits to accommodate research writings. Managers must also contribute to conference and seminars.