Abstract
Dartmouth College’s Tuck School of Business is known for its close-knit community and its singular focus on its full-time, 2-year residential MBA program. The school’s marketing group is small, and the marketing faculty march to the culture, strategy, and mantra of impact equals relevance plus rigor. In this paper, we provide an overview of the historical epochs of the Tuck School and how the marketing group has nurtured this culture of relevance and rigor.
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Acknowledgements
The authors thank all members of the Tuck marketing group (past and present) for their collegiality, inspiration, insights, and friendship. The authors thank Gert Assmus, Rohit Deshpande, Scott Neslin, and Fred Webster for sharing their memories of the development of the Tuck Marketing group. They also thank Scott Neslin and Nailya Ordabayeva for helpful suggestions on an earlier draft of this article and Kirk Kardashian for his valuable editorial assistance throughout the writing process.
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Kopalle, P.K., Golder, P.N. & Ailawadi, K.L. Marketing at Tuck: 120-Plus Years of Relevance, Rigor, and Impact. Cust. Need. and Solut. 10, 7 (2023). https://doi.org/10.1007/s40547-023-00140-z
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DOI: https://doi.org/10.1007/s40547-023-00140-z