Marketing expert delivers final inaugural lecture
|The Professorial Inaugural Lecture Series has been brought to a close with a lecture by one of BU’s most prominent marketing experts.|
Academics, students and specially invited local businesses were welcomed to BU’s impressive Executive Business Centre to hear Professor Teck Yong Eng deliver his inaugural lecture ‘Marketing in network environments’.
Professor Eng, Professor of Marketing in BU’s Business School, gave an overview of current research into marketing networks, and discussed the ways in which networks are constructed when individuals and organisations interact.
He emphasised the significance of networks in marketing contexts and reiterated the importance of customer focus, marketing intelligence and organisation-wide practice to gain sustained competitive advantage in the commercial world. He also spoke about the after-effects of the recent recession, and how networks have never been more important to help economic stability in the face of public spending cuts, increase in value-added tax and decrease in business investments.
Professor Eng took the opportunity to promote his on-going research which covers network capability theory, social responsibility in relation to network effects, and value creation in logistics and distribution. He answered questions from the floor before inviting guests to put theory in practice and use the event as an opportunity to network and socialise.
The event was the last of six inaugural lectures designed for the University and wider community to hear about the world-leading research being undertaken by BU academics.
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