In Search of a New Logic for Marketing—Foundations of Contemporary Theory,by Christian Gronroos

ABSTRACT

Collaborative skills that promote cross-functional dynamics, boundary spanning, and inter-firm cooperation are essential to every marketing manager. Most courses in the business curricula do not address the development of relational skills and competencies that support the ability to cooperate and reconcile diverse interests and objectives as needed in real world practice. I propose that we revise the fundamentals of our educational models to support the development of collaborative, cooperative and relational competencies in our business graduates. A “values” driven perspective is a must. It entails understanding, examining, reflecting, externalizing, discovering, accepting and challenging about our past experiences and beliefs as we refresh our perspective about things, people, situations, and options. New dimensions a business curricula that sustains a “values” driven perspective must include are: (1) Design curriculum from a systems thinking perspective, (2) Develop leadership potential and management capabilities, (3) Nurture and rehearse the use of different types of intelligences, (4) Foster deep approaches to learning when validating educational goals and academic achievement, and (5) Incorporate value driven decision-making and a sense of spirituality.